LONDON, AUSTIN, EDINBURGH - March 10, 2022 -- -- Amy Williams, CEO of global ad tech company Good-Loop, will speak at South by Southwest (SXSW) this weekend about how digital media can tackle the alarming increase in misinformation surrounding the Russia-Ukraine war.

With the volume of misleading reports and disinformation surrounding Russia's invasion of Ukraine snowballing worldwide since the conflict began, the founder of the global ads for good platform will talk at the world-renowned festival in Austin, Texas, about how advertisers can help in the battle against fake news.

Her keynote presentation, titled "Money, Information and Influence: How Adland can support Ukraine", is on Sunday, March 13 at the JW Marriott, Salon 6-8, and will begin at 4pm CST (10pm GMT).

Good-Loop CEO Williams said: "As the conflict and humanitarian crisis unfolds in Ukraine, it's clear this war will not only be fought on the ground, but also online - as propaganda, disinformation and fear fills our screens and captures our attention. It means our wallets, our brands and our voices all matter. There are some very important things that our industry can do right now to have a real, if small, impact at this terrible time."

Williams' speech is not the only presentation the Good-Loop CEO will be giving at the international festival this weekend. The day before (Saturday, March 12), Williams is also giving a talk on the power of purpose at UK House.

Williams' 20-minute presentation, titled "How To Build a Brand On Purpose", is one of a series of talks and panel discussions organised by the UK Advertising Association as part of the SXSW's official programming. Her talk will start at 12pm CST (6pm GMT).

The Good-Loop CEO, who is part of a trade mission organised by the UK Government's Department for International Trade to celebrate the most innovative creative companies across Britain, will also take part in a panel discussion in UK House at 12.30pm CST titled "How To Make A Profit While Making A Difference".

Williams will be joined by Alison Pepper, Executive Vice President at 4A's, and Aisling Conlon, International Trade Director, Advertising Association. To find out more details about both sessions, click here.

The Department for International Trade (DIT) is working with the UK Advertising Export Group (UKAEG) to showcase the best of UK advertising at SXSW and support companies' growth strategies in the US.

UK House at SXSW will present thought leadership on innovation, sustainability, gaming and more, acting as the home away from home for UK companies with multiple meeting areas and space for up to 150 people in the audience.

About Good-Loop

Good-Loop is a purpose-powered ad tech platform that drives ad engagement by converting people's attention into donations to good causes around the world.

The company, which has offices in London and Edinburgh, is on a mission to make the connection between brands and consumers more meaningful by delivering respectful ads that bring real social impact, while also driving significant business and brand uplifts for advertisers.

The company has raised more than $5M for charities such as Save the Children, WaterAid and GOSH. Clients include Unilever, Nestlé, Levi's, Bose and H&M.

In February 2022, the company closed a Series A funding round of $6.1M, led by New York-based investment fund, Quaestus Capital Management (QCM), with additional backing from Scottish Enterprise, impact investor SIS Ventures and European ad tech fund First Party Capital, bringing total investment into the ad tech for good platform to $8.2M (£6m) since it was formed in 2016.