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Amy Williams
Amy Williams built Good-Loop around a stubborn question: if advertising can buy attention, why can’t that attention fund something useful? A decade later, her harder project is proving that purpose belongs in the machinery of business, not at its margins.
Good-Loop
Good-Loop is an ethical advertising technology company that turns ad spend into a force for good. Its 'view-to-donate' formats let people unlock a free charitable donation - funded by the advertiser - simply by choosing to watch an ad, while its Green Media tools measure and cut the carbon footprint of digital campaigns. A certified B Corporation founded in Edinburgh in 2016 by Amy Williams and Daniel Winterstein, Good-Loop has raised more than $6M for charities including Save the Children, WaterAid and WWF, and works with brands such as Unilever, Nestle, Levi's and Asics.