About

Discover our story and what sets us apart

The AFA was launched in 2018 with one objective: representation for freelancers, by freelancers.

Prior to this, there was no industry body to advocate for the interests of freelance talent, resulting in stagnant rates, siloed working and no clear, considered system delineating experience levels.

With an ever-increasing pool of freelancers and a greater appetite from Clients for project based work, the AFA was introduced to offer community and fair pay for freelancers, whilst providing Agencies & Brands with regulation and reassurance when hiring talent.

As a recognised entity with the trust of Agencies and freelancers alike, we have a vital foothold in an industry that is witnessing remarkable growth in its freelance workforce.

The Team

Lucy Powell

Executive Producer

AFA Founder

One of a small group of truly integrated production specialists, Lucy rose through the ranks of agency production at BBH & JWT to become head of production at Havas; the youngest head of department in the industry at that time. In 2018 she went client side as executive producer, and later head of production, at Sky Creative. In 2022, Lucy joined Dark Energy as Executive Producer, completing her skillset as a fully hybrid production expert. Lucy has worked with some of the biggest names and brands in the world as both a permanent and freelance producer across agency, client and now production company side, giving her a well-rounded understanding of the industry workforce. The AFA was founded on Lucy’s unwavering belief that the best work and the best relationships are rooted in fairness and respect. With the support of the board, the AFA is here to champion the kind of working conditions that make for good advertising content, good mental health and (hopefully) good fun.

Leila Bartlam

Chief Production Officer

Leila is a leading content production specialist. Before joining creativedrive, she led production departments at adam&eve, havas, iris, engine and cut&run. The work Leila has produced has garnered creative accolades and effectiveness awards from, amongst others, D&AD, British Arrows, Creative Circle and Campaign Big Awards. In 2009 Leila set up a women’s networking group which now runs online @wonderwomanatwork, she has spoken at SheSays conference, judged the APA top 50 and taken part in Token Man. Leila is involved with the AFA because content simply does not exist without a producer. The work producers do is indispensable and the financial risk they manage exponential. Producers should be paid fairly.

Helen Powlette

Executive Producer

Helen is a multi-discipline executive creative producer with over 25 years experience across all aspects of commercial production. She spent 17 years as part of BBH TV Department producing across a range of productions, departing as Partner and Deputy Head of TV. She enjoys nurturing new talent and has freelanced with top creative agencies and directors across numerous commercial productions, producing award winning work.

Jody Allison

Co-Founder

Jody has been a producer for more years than she cares to remember working both production company and agency side on a large variety of brands. Her last agency stint was 9 years at RKCR/Y&R running their TV department. She now runs Heads Up Production with Tim Page; an independent full service production agency working directly with brands and smaller ad agencies. Jody feels that sharing her years of knowledge with those coming through is vital for securing the future of excellence in production, hence her involvement with the AFA.

Effie Theos

Senior Hybrid Producer

Effie is a highly creative Senior Hybrid Producer and Director working across a variety of short and long form content. Her truly hybrid talents make her a unique and future-forward offering, crafting world class, cross platform campaigns and branded content for agencies, production companies and global brands. When she isn't producing, Effie is writing and directing short form content for clients such as Google, Amazon, Gal-Dem, Arsenal and YouTube Originals.

Alessia Small

Executive Producer / Head of Production

Alessia Small worked with leading agencies and brands for 18 years before becoming Head of TV at McGarryBowen. She now heads up major freelance projects for agencies and also works direct to brands. She joined the AFA’s Board to help foster a community of freelancers that will support one another, now and for the next generation.

Lindsay Moyes

Executive Producer

Lindsay Moyes has 10 years’ experience of setting up and running production/content departments as well as over 20 years producing for some of the most creative agencies in the UK, including AKQA, BBH, Mother and the BBC. Lindsay is honoured to join the AFA Board and is keen to resolve the severe lack of representation and support for freelance Agency Producers of all levels.

Sian Parker

Senior Producer

A freelancer for more than 10 years and coming up to her 20th year in advertising, Sian has worked extensively with the best agencies London has to offer, specialising large scale, multi-platform campaigns for leading brands. She joined AFA’s Board to help ensure that the value a producer contributes is recognised and rewarded in an increasingly demanding and challenging environment.

Feedback

“Joining the AFA has been a huge benefit. Being part of a group which garnered the producers rate increase was encouraging. The resilience, kindness and support demonstrated by Lucy and the Board has been magnificent. This, coupled with the wealth of knowledge and talent witnessed in the members WhatsApp group has proven to be an essential tool for any producer, whether nascent or senior.”

Bebe Kiffin I Senior Producer

“The AFA is not just about championing the correct people and salaries for all agency personnel; it is very much more than that. I believe that under Lucy’s stewardship, the AFA will put the agency producer’s standing within the industry front and centre, alongside creative, strategy and account management. We don’t have to suffer in silence any more and our concerns can be heard.”

Greg Hemes I Executive Producer

Are you ready to join UK’s most vibrant freelancer community?

Join the AFA now