Amy Williams


Amy Wiliams has helped to put brand purpose firmly on the agenda in Adland, creating Good-Loop, an ad tech platform that’s transforming advertising into a force for good.

It does this through its purpose-powered ad formats, which convert people’s attention to advertising into free donations to good causes. Under Williams’ leadership, the company has formed corporate partnerships with Coca-Cola, Unilever, and Nestle, and works with charities including Ronald McDonald House Charities, World Wildlife Fund and Make-A-Wish. The company also recently announced its strongest ever half-year performance, with demand for its solutions growing 229% in 2021, while its ad formats have now raised more than $4M for charities. Good-Loop’s incredible growth and influence is down to Amy’s purposeful leadership and vision. Williams founded Good-Loop when she was 24 after quitting her job at ad agency Ogilvy, impassioned by the thought of creating a company that could serve a bigger purpose. But it’s not just about doing good for good’s sake. Good-Loop’s model proves purpose sells, with its formats delivering 75% more engagement and 50% higher completion rates than the industry average. Good-Loop is also committed to environmental causes and is a net carbon negative company. On a personal level, Williams is part of Forbes’ 30 Under 30, a member of The Drum’s Digital Digerati and was a face of the UN’s #SheInnovations campaign. Williams’ approach to being a leader is putting your money where your mouth is, and is striving to build a company she’s genuinely proud of.