Amy WilliamsFounder

United Kingdom - London, England

At the age of 15 as a shy work experience kid, I first stepped into an advertising agency. I saw savvy, strategic minds and brilliant creativity working together to solve complex business problems - and I was inspired. I also saw a glitzy in-office bar which frankly sealed the deal.

6 years later I was back as a fresh-faced graduate. But the more I learned about the industry the more I started to see a disconnect between brands and the people they were trying to talk to. Too often the transaction between advertiser and viewer is at best impersonal and at worst unpleasant. As ad blocker downloads continue to rise and quality journalism continues to suffer the consequences, I sensed that it was time for a more positive solution.

So alongside my co-founder, I launched Good-Loop as a way to connect people, brands and good causes in more meaningful, and consequently more effective ways. Through Good-Loop, these three players unite in the shared endeavor of turning advertising money into charitable donations.

After only a few months we received backing from the best advertising technology accelerator in London, with investment from a whole host of specialised and connected investors, and access to a network of exciting potential partners.

Our goal now is to drive the business forward by developing a fantastic product which drives both purpose and profit for brands globally. If you'd like to find out more about me or my company, please do get in touch - hello@good-loop.com