Amy Williams, Founder and CEO of Good-Loop, the ethical marketing company

At the age of 15, Amy Williams went to do work experience at an advertising agency and was inspired by the way that the team worked together to solve complex business problems. Fast forward to today and she is the founder and CEO of the ethical marketing company Good-Loop.

 Amy left Shrewsbury High School in 2010, with 11 GCSE’s and 4 As at A-level, to continue her studies at the University of Warwick where she achieved a First Class Honours Degree in Psychology.

6 years after her first work experience placement, Amy graduated and emerged into the world of marketing and advertisement. Amy worked for Oglivy as part of a graduate programme after doing an internship there. During that time, she worked for British Airways managing campaigns across the UK and Ireland, Europe, Africa, the Middle East and Asia Pacific.

But she didn’t stop there! Amy noticed that the more she learnt about the industry, the more she started to feel that the brands were disconnected from the customers. She sensed that it was time for a positive solution. So, alongside her co-founder, Daniel Winterstien, she launched Good-Loop.

Good-Loop aims to connect people, brands and good causes in more meaningful and effective ways. They turn advertising money into charitable donations. The company is partnered with charities like Water Aid and Save the Children.

After only a few months, they received backing from the biggest adtech startup accelerator in London and gained investment from a whole host of specialised and connected investors. Amy hopes to continue to drive Good-Loop forward and make online advertising more effective, more rewarding and more ethical.

Amy has also been named as one of Forbes 30 under 30 as well as being one of the UN Women’s 100 Leading Global Female innovators. Amy spoke at our Speech Day in 2019 where she talked about the importance of being resilient which is a trait she had to develop whilst trying to set up Good-Loop. Amy told everyone that you shouldn’t let rejections stop you from achieving your goals because she certainly didn’t and look at where she is now!