Good-Loop’s founder on leadership, hybrid work and three key business challenges

Amy Williams, CEO of the ethical media platform, discusses what needs to change – and what needs to stay the same – when a company is dealing with great uncertainty

Good-Loop CEO Amy Williams

Like many successful founders, Amy Williams started her business after spotting a significant problem and deciding that she could solve it.

Having pursued a career in advertising, including three years with Ogilvy & Mather, she’d come to the conclusion that online advertising was universally irksome. Given that annoying people is the last thing any marketer wants to do when spending millions of pounds on an ad campaign, that was a costly enough problem to warrant solving.

She also noticed that, while brands were increasingly talking the talk about ‘purpose’, few were actually walking the walk.