Good-Loop

Good-Loop is an online advertising company that serves adverts for brands whilst raising money for charity.[1] The company currently operates in the UK and EU markets and is headquartered in Edinburgh, Scotland. Clients include Unilever, Kit-Kat,[2] and Coca-Cola.

Good-Loop
TypePrivate limited company (.ltd)
IndustryOnline advertising
FoundedEdinburgh, UK
2016 (2016)
FounderAmy Williams and Daniel Winterstein
Headquarters
Edinburgh and London
,
UK
Number of employees
12 (2019)
Websitegood-loop.com

History

Good-Loop was founded in 2016 by Amy Williams and Daniel Winterstein, with support from Winterstein's previous company. The founders met online when Williams posted an advert looking for someone to help establish an agency which used media money to give to good causes.

Good-Loop works with a number of advertisers, including Unilever,[3] Nestle,[4] and Coca-Cola. The charities it partners with include Wateraid, Carers UK, WWF and Save the Children.

Early funding came from the Collider.io start-up incubator, with follow-on funding raised via crowdsourcing, plus support from Scottish Enterprise (including EU funding), Scottish EDGE,[5] and Innovate UK.

On September 27, 2023 Good-Loop partnered with Yahoo to offer carbon neutral private marketplace (PMP) media opportunities to help advertisers be more sustainable.[6]

Product

Good-Loop's main product is a form of video advertising. Adverts are shown in online blogs and newspapers. Viewers pick a charity from a shortlist, which then receives a small donation if the video advert is watched. Advertisers are charged on a cost-per-completed-view (CPCV) basis.

Achievements

Good-Loop has won several awards:

  • Adtech's Next Big Thing, 2017[7]
  • CEO Amy Williams was selected for Forbes 30 under 30 influencers.[8]
  • ScotlandIS Digital Tech 2019 – winner for Culture & Leadership
  • CTO Daniel Winterstein was named Institute of Directors – Director of the Year Scotland - Start Up, 2019.[9]
  • BIMA 2019 Communications & Content (under 70K) award[10][11]

Good-Loop is an accredited B-Corp.[12] It has been covered in mainstream press (e.g. BBC,[13] The Herald Scotland, Forbes,[14] The Guardian, The Telegraph, Harper's Bazaar) and industry press (e.g. Campaign, Marketing Week, The Drum).

References
  1. Smith, Mark (11 April 2017). "Meet the female entrepreneurs using tech for good" – via www.bbc.co.uk.
  2. "Ethical adtech will help KitKat fund Nestlé's sustainability scheme and Nespresso may be next". The Drum.
  3. "The start-up putting the karma back into digital advertising". Unilever global company website.
  4. "Nestlé chooses tech start-up Good-Loop to work on its KitKat Sustainability Project". www.campaignlive.co.uk.
  5. "EDGE delivers record £1.8m of support to startups". 7 December 2018.
  6. "Yahoo and Good-Loop Partner to Help Address Sustainability". Aussie Osbourne. Retrieved 27 September 2023.
  7. "Amy Williams, Founder and CEO, Good-Loop wins The Next Big Thing 2017" – via www.youtube.com.
  8. Berg, Madeline. "Meet The 30 Under 30 Driving Europe's Media And Marketing Innovation". Forbes.
  9. "Full list: IoD director of the year awards 2019 revealed". www.scotsman.com.
  10. "Announcing the BIMA Awards 2019 Finalists". BIMA.
  11. "Winners 2019 - BIMA Awards".
  12. "Good-Loop | Certified B Corporation". bcorporation.net.
  13. Smith, Mark. "Meet the female entrepreneurs using tech for good". BBC. Retrieved 27 September 2023.
  14. Sherriff, Lucy. "Programmatic Video Ad Platform Good-Loop Could Revolutionize Advertising Forever". Forbes. Retrieved 27 September 2023.
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