# Amy Williams

> Amy Williams is the British founder and CEO of Good-Loop, a purpose-powered advertising company that turns audience attention into charitable funding while measuring the commercial and environmental effects of media. After studying psychology at the University of Warwick and working at Ogilvy & Mather, she developed the idea while volunteering at a soup kitchen in Buenos Aires, found technical co-founder Daniel Winterstein through an online founder forum, and launched Good-Loop in 2016. Now based in New York, she argues that responsible advertising lasts only when its social value is tied to business performance.

- **Role:** Founder and CEO at Good-Loop
- **Organizations:** Good-Loop, Ogilvy & Mather, University of Warwick, BIMA, Adweek
- **Nationality:** British
- **Education:** Psychology, University of Warwick, Shrewsbury High School
- **Known for:** Built Good-Loop’s opt-in view-to-donate advertising model and expanded the company into impact measurement, media sustainability, and responsible-journalism funding., Named to Forbes 30 Under 30 Europe in Media & Marketing in 2018., Featured in the UN Women #SheInnovates global campaign in 2019.

## Career timeline

- **Before 2016** — Worked in advertising, including three years at Ogilvy & Mather, and later volunteered at a soup kitchen in Buenos Aires.
- **2016** — Co-founded Good-Loop with Daniel Winterstein on 27 October after meeting him through an online founder forum.
- **2017** — Won The Next Big Thing pitch contest connected to Nestlé’s KitKat Sustainability Project.
- **2018** — Named to Forbes 30 Under 30 Europe in Media & Marketing.
- **2019** — Recognized in the UN Women #SheInnovates campaign and received the WACL Future Leaders Award; Good-Loop became a certified B Corp.
- **2020** — Good-Loop launched into the United States; Williams was named among Ad Age’s Women to Watch Europe.
- **2021** — Co-authored Change for Better, a collection of behavioral-science case studies for charity fundraising.
- **2022** — Good-Loop raised a $6.1 million Series A; Williams was included in Management Today’s 35 Women Under 35 and the Meaningful Business 100.
- **2023** — Opened a New York office after analyzing the limits of building repeat US business entirely by video call.
- **2025** — Good-Loop was listed as raising approximately $1 million in Series B funding; Williams received ACT Responsible’s Champions of Good recognition and was named to the Raconteur 50.
- **2026** — Hosted Good-Loop’s Good Series conversations on measurable social impact at the Cannes Lions Impact Hub.

## Achievements

- Built Good-Loop’s opt-in view-to-donate advertising model and expanded the company into impact measurement, media sustainability, and responsible-journalism funding.
- Named to Forbes 30 Under 30 Europe in Media & Marketing in 2018.
- Featured in the UN Women #SheInnovates global campaign in 2019.
- Received the WACL Future Leaders Award in 2019.
- Named one of Ad Age’s Women to Watch Europe in 2020.
- Included in Management Today’s 35 Women Under 35 and the Meaningful Business 100 in 2022.
- Named among Campaign US’s Inspiring Women in 2023.
- Recognized as an ACT Responsible Champion of Good and included in the Raconteur 50 in 2025.
- Co-authored Change for Better, a practical book on behavioral science in charitable fundraising.

## Latest updates

- **2026-06** — Hosted Good-Loop’s Good Series sessions at the Cannes Lions Impact Hub, interviewing brand and nonprofit leaders about evidence that social impact can support commercial performance.
- **2025-09** — Good-Loop introduced a YouTube advertising offer built around chosen viewing and cause-linked engagement.
- **2025-09** — Williams was listed in the Raconteur 50 leadership recognition.
- **2025-08** — Good-Loop was listed as raising approximately $1 million in Series B funding, bringing reported total funding to about $9.2 million.
- **2025-06** — ACT Responsible named Williams a Champion of Good for her personal commitment to social and environmental change.

## Links

- Website: https://good-loop.com
- LinkedIn: https://www.linkedin.com/in/amy-williams-/
- Twitter/X: https://twitter.com/ala_swimmily
- Instagram: https://www.instagram.com/goodloophq/
- Facebook: https://facebook.com/the.good.loop

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Profile page: https://yespress.io/amy-williams
Published by YesPress — https://yespress.io
Last updated: 2026-08-10