Portrait of Amy Williams

Amy Williams

Amy Williams is founder 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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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.