[email protected] Interview
Interview with Amy Williams
Hi, can you tell us who are you and about how your business got started?I am Amy Williams, and I am the founder at Good-Loop. In short Good-Loop converts ad money into free charity donations, whilst delivering 50-75% higher engagement for advertisers. The concept of Good-Loop started when I was volunteering with a charity in Buenos Aires, I saw first-hand how difficult it was for them to fundraise, and that every penny counted. In contrast, I previously worked at Ogilvy, a global advertising agency, so knew how much money there is in the industry (last year £9.6 billion was spent on digital advertising in the UK alone.) I thought, what if we could re-design this system to make advertising a force for good in the world? Armed with this vision, my experience in adland, and some powerpoint slides, I reached out to the startup community online, literally posted a request for a co-founder, and was connected with entrepreneur and adtech software developer Daniel Winterstein.
Wow, such a socially good cause and a unique take on the traditional advertising industry, so how does Good-Loop achieve this?In 2019, UK digital advertisers will spend almost £15 billion on digital ads. All this money tends to simply pass from one large corporation to another, we wanted to re-design this system to make advertising a force for good. At Good-Loop, we achieve this via our ethical ad player, we connect consumers and companies online in a trustworthy and positive way – harnessing the value of peoples’ attention and data and use it collectively, to make meaningful social impact in the world: every time a consumer chooses to watch 15 seconds or more of an ad via our player, the advertiser will make a donation on their behalf to a chosen charity. Good-Loop strives to make ethical behaviour both easier for consumers and more profitable for companies. Our ethical ad platform brings purpose and profit into harmony – it is at the core of a business model that delivers better ROI for advertisers whilst using that same ad spend to fund solutions to the social, environmental and cultural issues that are most challenging today. We call it Yin Yang, our clients call it win-win. We are currently growing at 300+ per cent year on year, and since we launched in 2016 we have raised over £0.5M for good causes and are on track to raise over £2M by 2021.
“Don’t fear failure, embrace it!” Amy Williams