PrettyGreen Appoints Sereena Abbassi as Non-Executive Director

Cultural transformation practitioner, Sereena Abbassi has been appointed as a non-executive director to PrettyGreen’s board. In a move by the agency to formalise the ongoing commitment to investment in allyship.

Sereena, who has worked with the agency since 2020, will be responsible for leading PrettyGreen’s external DE&I board, the A is For All Advisory Council. The working group which ensures the agency creates a benchmark for inclusivity that every creative response is measured against. Sereena will also be working to continually review and improve internal and external DE&I practice, policy and providing counsel to the talent director and board on industry and wider socio-economic trends.

Meet the A Is For All Advisory Council Members 

The A is for All Advisory Council comprises of four distinguished external experts who bring a wealth of knowledge and experience in diversity, equity, and inclusion. These specialists come from diverse backgrounds and industries, ensuring a holistic approach to DE&I strategies/DEI&B = Diveristy Equity Inclusion and Belonging.

Sereena Abbassi 

Sereena is a celebrated equity and inclusion practitioner, advisor, public speaker and writer, committed to fostering organisational transformation. She has collaborated with leading companies such as Sony Music, Soho House Group and The Modern House and has spoken at prestigious venues, including CNBC, BBC Radio, and the European Parliament. Sereena has been featured in major publications and has contributed to several influential books. She has also provided extensive charitable support and served on numerous advisory boards. Formerly the Worldwide Head of Culture & Inclusion at M&C Saatchi Group and CEO of gal-dem Magazine, Sereena brings a wealth of experience and insight to our team.

Sheeraz Gulsher

Sheeraz is an award-winning PR professional, having previously worked at PrettyGreen, he has a decade of experience at brands including Sky and Snapchat. He is a dedicated advocate for equal pay for ethnically diverse professionals in the UK and has campaigned for the introduction of ethnicity pay gap legislation since 2019. Sheeraz founded People Like Us, an award-winning non-profit that supports media, marketing, and communications professionals from ethnically diverse backgrounds. Additionally, he runs Braver, a talent consultancy driving diversity in the media and marketing sectors. Sheeraz's contributions are instrumental in fostering a fairer and more inclusive workplace.

Lucy Edwards 

Lucy is an RTS award-winning presenter, journalist, content creator, speaker, and disability activist. After losing her sight at 17 due to Incontinentia Pigmenti, Lucy committed to sharing her experiences and raising awareness about disability. Her engaging personality and open commentary have garnered her a social media following of over 2.8 million, with her content being viewed over one billion times. Lucy's influence makes her a leading voice in the global diversity, equity, and inclusion space.

Paul Bradley-Cong 

Paul is the newest recruit who joined the council in July 2024. A distinguished writing and arts producer and DE&I advocate. He founded and directs Out on the Page, an LGBTQ+ writer development network that has empowered over a thousand writers through collaborations with prominent LGBTQ+ authors and industry professionals. In 2023, Paul co-curated the Pride List of Queer Storytelling with Audible UK and spoke at the National Centre for Writing/British Council ILX24 International Literature Exchange. He is currently developing a new literature project and advancing his own writing while partnering with organisations to implement equality and diversity initiatives.

Jessica Hargreaves-Paczek, CEO PrettyGreen, “At PrettyGreen, we pride ourselves on being allies, celebrating diversity, and collaborating with a multitude of voices to enrich our work, ideas, and thinking. Our A is for All Advisory Council plays a crucial role in guiding our internal practices and client delivery. Our board is always evolving and we are currently looking for specialists within the neurodiversity and ageism space.

This commitment is not just rhetoric. Last financial year, we invested over 5% of our net profit into industry DE&I initiatives such as the Taylor Bennett Foundation, People Like Us, and Brixton Finishing School and we are dedicated to continuing this support in the years to come.”

Sereena Abbassi said, "I am thrilled about this next evolution of my relationship with PrettyGreen. As a client, they have always gone above and beyond in their commitment to creating a more equitable and inclusive company, and I feel very privileged to now have the opportunity to support them in my role as non-executive director."

The A is For All Advisory Council is just one part of the DE&I commitments the agency uses to foster an inclusive workplace.

PrettyGreen has patented a framework – A is for All to ensure all client campaigns and internal activations are inclusive and representative. A detailed training and practical guidance programme consisting of six steps (the six As) – Audience, Authenticity, Accessibility, Advocacy, Activation, Approval to ensure 100% of the work is inclusive and representative.

In addition, PrettyGreen regularly run EDI internal focus groups lead by Sereena as well as using survey results from PR Week and Campaign Best Places to work creating roadmaps to ensure action and improvements.