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Amy Williams is the Founder and CEO of Good-Loop, established in October 2016 with the mission to enhance ethical advertising for major brands. Williams serves as a contributing writer for both The Times and Adweek, focusing on business leadership and advertising's societal impact, respectively. Additionally, Williams is a Startup Education Programme Speaker at CodeBase, providing guidance to early-stage founders, and has held roles such as Sustainable Development Goals Judge at the Cannes Lions International Festival of Creativity and mentor at Bloom UK. As Co-Chair of the Sustainability Council for BIMA, Williams champions eco-friendly practices within the digital sector. Previous experience includes founding Good-Loop through Collider's AdTech & MarTech Accelerator Program and working as a brand and marketing consultant at SWOOPOS. Williams holds degrees in Psychology from the University of Warwick and completed various professional courses in integrated planning and brand communication.