Amy Williams - Turning Advertising into a Force For Good

Amy WIlliams is an Adland innovator who launched advertising platform Good-Loop as a way to connect people, brands and good causes in more meaningful, and more effective, ways. Through Good-Loop, these three players unite in the shared endeavor of turning advertising money into a powerful force for good. The B-Corp company’s carbon-neutral advertising formats drive engagement by converting people’s attention into donations for good causes around the world. Good-Loop is on a mission to make the connection between brands and consumers more meaningful by delivering respectful ads that bring real social and environmental impact, while also driving significant business and brand uplifts for advertisers. The company has already raised over $7m for good causes and its goal now is to drive the business forward by developing a fantastic product which drives both purpose and profit for brands globally. Clients include L’Oreal, Nike, Unilever, Levi’s and Adidas. Global charity partners include Ronald McDonald House Charities, the World Wildlife Fund and Make-A-Wish. Good-Loop offers a suite of innovative green media solutions designed to help marketers reduce the carbon footprint of their advertising campaigns. A typical online ad campaign emits 5.4 tonnes of CO2e -- a third of what an average US consumer produces in a year. Solutions include its open source carbon calculator and its Green Ad Tag, which can be appended to any digital advertising campaign to enable advertisers to monitor the carbon cost of their online ads in real time through a custom dashboard. Good-Loop’s technologies are promoting greater sustainability awareness and education for marketers across the industry. Amy’s innovations have received accolades across the industry, and she is widely recognized as a thought leader on purposeful, sustainable advertising. Her contributions have appeared in leading publications such as Forbes, AdExchanger and AdWeek, where she reflects on brand purpose and makes the case for greater educational awareness around the carbon impact of digital advertising. Amy is also one of Forbes Europe’s 30 under 30, one of Ad Age’s 2020 Women to Watch Europe and is a face of the United Nations #SheInnovates global campaign.