Sereena Abbassi Joins PrettyGreen as Director of People Experience & Social Impact

At PrettyGreen, we believe culture isn’t a department—it’s the foundation. That’s why we’re thrilled to welcome Sereena Abbassi into a permanent leadership role as our Director of People Experience & Social Impact.  

This isn’t a new relationship. Sereena has been part of our journey since 2020, first as a consultant, then as a Non-Executive Director. Now, she joins us full-time to help embed equity, belonging, and accountability into every part of our business—from how we work to what we create. 

Sereena brings over a decade of experience driving cultural transformation for global brands like Sony Music, Soho House Group, and M&C Saatchi Group. Her expertise in systemic change, intersectionality, and organisational impact aligns perfectly with our mission to build a workplace and client offering rooted in representation, equity, and action. 

As part of her role, Sereena will continue to lead our “A is For All” Advisory Council—a paid, external board of DE&I experts who hold us publicly accountable for inclusive and responsible creative work. The council includes: 

    • Sheeraz Gulsher – Co-founder of People Like Us & Braver 
    • Lucy Edwards – Blind activist and content creator 
    • Esther Maughan McLachlan – ESG and responsible business specialist 

 

“PrettyGreen is one of the few agencies I’ve encountered that genuinely walks the talk,” says Sereena. “Having worked together since 2020, I’ve seen first-hand the care and commitment this team brings to building an inclusive culture. I’m excited to formalise our relationship and continue co-creating work that reflects the world we live in.”

Our DE&I and social impact strategy is wide-reaching and measurable.

 

In the past year alone, we: 

    • Invested over 5% of our net profits into DE&I and charitable initiatives 
    • Served as a founding partner of The Brixton Finishing School, offering mentorship, sponsorship, and internships to underrepresented talent 
    • Continued our support of People Like Us, including mentoring and hosting events for ethnically diverse professionals in media and comms 
    • Supported impactful organisations such as R;pple, a suicide prevention charity; Shelter, through our meal-for-a-meal campaign at Christmas; and launched the One Plate charity cookbook initiative 

We also continue to embed our proprietary “A is For All” framework—a six-step model to ensure all creative work is inclusive, authentic, and accessible. This is reinforced by internal EDI focus groups, tailored workshops, and a continuously evolving roadmap shaped by industry benchmarks and employee feedback. 

This appointment is more than a milestone—it’s a commitment to the path we’ve always been on. With Sereena on board, we’re not just talking about change; we’re embedding it into the fabric of who we are.  

“This is about making equity permanent in the way we lead, create, and show up for clients,” says Jessica Hargreaves-Paczek, CEO of PrettyGreen. “Sereena has been part of our story for years and now, she’s part of our future. Her impact will shape our culture and our work in the most powerful way.”