Portrait of Amy Williams

Amy Williams

Amy Williams is founder and CEO of Good-Loop, a purpose-driven advertising platform. She founded Good-Loop in 2016 after working three years for Ogilvy & Mather.

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Be Honest About Which Causes Your Brand Can—and Can’t—Commit to

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How realistic is it that your business has the authority, scope and expertise to have a meaningful impact on an issue?

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Want to Do Good in Advertising? The UN Has a Plan for That

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The 17 sustainable development goals can connect brand purpose with global change.

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We’ve Traded Access for Power. Should We Do It Again?

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The free internet is precious, and the ad industry has an important role to play in protecting it.

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How the Advertising Industry Can Really Help Ukraine

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If advertising is an amp, how can we urgently give Ukrainian people the mic?

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ASA Innocent Ban Reminds Us That Plastic Is Less Than Fantastic

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The lessons that should be considered around brand's environmental claims.

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Unilever’s Investor Backlash Illustrates the Need for Responsible Capitalism

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The conglomerate is playing the long game for everyone rather than focusing on short-term profit making

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How British Brands Are Gamifying Kindness This Christmas

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Treading the fine line between collaboration and coercion when it comes to cause-driven marketing.

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Adland Has Oil on Its Hands—Now Is Its Chance to Make Things Right

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The ad industry can have an important role in battling climate change

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Heinz Doesn’t Mean Beans and Gorillas Don’t Sell Chocolate

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Kraft Heinz is jumping on the so-called ‘purpose bandwagon’, with its newly introduced 'Beanz Meanz More' brand platform, but it's a smart move.

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GB News Dragged Brands Into the Culture Wars. Here’s What Marketers Should Do Next

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A reaction to the advertiser boycott of Britain's newest broadcaster.