Promote > The Good Report
promote
ads for a better world
Top campaigns, agencies
and advertisers for Socially Responsible Communication
The Good Report is a unique ranking of the world’s best use of creative communication to promote sustainability and social responsibility, raising awareness of major social and environmental issues. It is created by ACT Responsible in collaboration with WARC. WARC is one of the world’s leading experts on effective marketing and the publisher of the WARC Creative 100 Rankings, a global index of creative excellence in advertising and a successor to the Gunn Report.
Advertising is often confined to its commercial side and we tend to forget its other role: informing, raising awareness and educating. Communication professionals’ commitment to promoting these causes is fundamental. Without their campaigns, important messages about good causes would not reach a large section of the public. We have created “The Good Report” to celebrate the wonderful work and commitment that thousands of agencies make to support major causes, and to motivate and inspire creativity and the production of new campaigns.
“
Whilst purpose-driven campaigns are playing a key role in today’s brand marketing, Act Responsible, together with Gunn Report, have been shining a light on communications for good causes for nearly two decades. Following the recent rebrand of the Gunn Report to WARC Rankings, WARC is delighted to continue this collaboration.
David Tiltman
Head of Content at WARC
”
The
2018
rankings
In 2018, a total of 827 campaigns produced by 534 agencies for 685 advertisers from 74 countries were evaluated for The Good Report. The Good Report ranking is created by combining the industry’s recognition of the best performing campaigns, as tracked by the WARC Creative 100, along with the promotional effort behind them and the public’s votes, organised by ACT Responsible. There are no complicated categories or criteria, just great work for good.
The Good Report 2018 is made up of 40 Campaigns: 27 from NGOs, institutions and foundations and 13 from commercial brands. The Top 25 Agencies are made up of 6 independent and 19 networked agencies.
In the Top 19 Networks list are 3 independent networks and 18 networks owned by holding companies. The Top 10 Advertisers include 8 NGOs or institutions and 2 for-profit companies.
40
Top 40 most successful campaigns
promoting good causes
1
Trash Isles
Brand : Plastic Oceans
Agency : AMV BBDO
4
This Pride Flag canhelp you see the World
Brand : PFLAG Canada
Agency : FCB/Six
7
Immunity Charm
Brand : Immunity Charm
Agency : McCann, Health
2
Prescribed to Death
Brand : National Safety Council
Agency : Energy BBDO
5
Touching MasterpiecesCase film
Brand : National Gallery of Prague
Agency : Geometry Global
8
The Talk
Brand : Procter & Gamble
Agency : BBDO New York
3
#NoConditionsApply
Brand : The Times of India
Agency : FCB India
6
Palau Pledge
Brand : Palau Legacy Project
Agency : Host Havas
9
Spot Eye
Brand : Moinhos de Ventos Hospital
Agency : McCann Health Brazil
40
with
Top 25 most successful agencies promoting good causes
#1 – BBDO New York – USA
#2 – AMV BBDO – UK
#3 – Colenso BBDO Auckland – New Zealand
#4 – la chose – France
#5 – J. Walter Thompson New York – USA
#6 – Altmann + Pacreau – France
#7 – J. Walter Thompson London – UK
#8 – FF New York – USA
#9 – Energy BBDO Chicago – USA
#10 – FCB Ulka Mumbai – India
#11 – FCB/SIX Toronto – Canada
#12 – Droga5 New York – USA
#13 – Geometry Prague – Czech Republic
#14 – lg2 Quebec – Canada
#15 – adam&eveDDB – UK
#16 – Mother London – UK
#17 – Host/Havas Sydney – Australia
#18 – McCann Health New Delhi – India
#19 – Havas Düsseldorf – Germany
#20 – FCB Chicago – USA
#21 – McCann Health – Brazil
#22 – Air, Partner of McCann – Belgium
#23 – TBWA\\Brussels – Belgium
#24 – BETC Paris – France
#25 – gyro – USA
Top 20 most successful networks promoting good causes
#1 – BBDO Worldwide
#2 – FCB
#3 – J. Walter Thompson Worldwide
#4 – McCann Worldwide
#5 – Havas Group
#6 – Ogilvy
#7 – TBWA Worldwide
#8 – DDB Worldwide
#9 – Dentsu Aegis Network
#10 – FF Creative Community
#11 – Grey Global Group
#12 – Publicis Worldwide
#13 – Saatchi & Saatchi
#14 – Geometry Global
#15 – VMLY&R
#16 – Leo Burnett Group
#17 – MullenLowe Group
#18 – M&C Saatchi
#19 – Serviceplan Group
#20 – BBH
Top 10 most successful brands promoting good causes
#1 – Amnesty International
#2 – WWF
#3 – Greenpeace
#4 – Procter & Gamble
#5 – Plastic Oceans Foundation
#6 – National Safety Council
#7 – The Times of India
#8 – PFLAG Canada
#9 – Palau Legacy Project
#10 – Fondation Abbé Pierre
read
press release
view
the full list
Isa Kurata
Co-Founder
ACT Responsible & The Good Report
Email: isa@act-responsible.org
Phone: +33 6 07 08 12 07
The Good
Report
2017
The Good
Report
2016
The Good
Report
2015
The Good
Report
2014
The Good
Report
2013
view
previous
reports
If you want to submit an ad, organise an exhibition, become a member, find out about our initiatives, start a partnership, offer media space or simply learn more…
Please get in touch with our team!
write to ACT
ACT Responsible
Bord du Canal, 33
Chalais, CH 3966
SWITZERLAND
Promote, inspire and unite the actors of the advertising communications industry around social responsibility and sustainable development and to share good practices.
© 2019 act Responsible
| Inspire > Good Ads Gallery
inspire
great ads for good
Top campaigns, agencies and advertisers for Socially Responsible Communication
The Good Report is a unique ranking of the world’s best use of creative communication to promote sustainability and social responsibility, raising awareness of major social and environmental issues. It is created by ACT Responsible in collaboration with WARC. WARC is one of the world’s leading experts on effective marketing and the publisher of the WARC Creative 100 Rankings, a global index of creative excellence in advertising and a successor to the Gunn Report.
Advertising is often confined to its commercial side and we tend to forget its other role: informing, raising awareness and educating. Communication professionals’ commitment to promoting these causes is fundamental. Without their campaigns, important messages about good causes would not reach a large section of the public. We have created “The Good Report” to celebrate the wonderful work and commitment that thousands of agencies make to support major causes, and to motivate and inspire creativity and the production of new campaigns.
“
Whilst purpose-driven campaigns are playing a key role in today’s brand marketing, Act Responsible, together with Gunn Report, have been shining a light on communications for good causes for nearly two decades. Following the recent rebrand of the Gunn Report to WARC Rankings, WARC is delighted to continue this collaboration.
David Tiltman
Head of Content at WARC
”
The 2018 rankings
In 2018, a total of 827 campaigns produced by 534 agencies for 685 advertisers from 74 countries were evaluated for The Good Report. The Good Report ranking is created by combining the industry’s recognition of the best performing campaigns, as tracked by the WARC Creative 100, along with the promotional effort behind them and the public’s votes, organised by ACT Responsible. There are no complicated categories or criteria, just great work for good.
The Good Report 2018 is made up of 40 Campaigns: 27 from NGOs, institutions and foundations and 13 from commercial brands. The Top 25 Agencies are made up of 6 independent and 19 networked agencies.
In the Top 19 Networks list are 3 independent networks and 18 networks owned by holding companies. The Top 10 Advertisers include 8 NGOs or institutions and 2 for-profit companies.
40
Top 40 most successful campaigns promoting good causes
1
Trash Isles
Brand : Plastic Oceans
Agency : AMV BBDO
2
Prescribed to Death
Brand : National Safety Council
Agency : Energy BBDO
3
#NoConditionsApply
Brand : The Times of India
Agency : FCB India
4
This Pride Flag can help you see the World
Brand : PFLAG Canada
Agency : FCB/Six
5
Touching MasterpiecesCase film
Brand : National Gallery of Prague
Agency : Geometry Global
6
Palau Pledge
Brand : Palau Legacy Project
Agency : Host Havas
7
Immunity Charm
Brand : Immunity Charm
Agency : McCann, Health
8
The Talk
Brand : Procter & Gamble
Agency : BBDO New York
9
Spot Eye
Brand : Moinhos de Ventos Hospital
Agency : McCann Health Brazil
40
with
Top 25 most successful agencies promoting good causes
#1 – BBDO New York – USA
#2 – AMV BBDO – UK
#3 – Colenso BBDO Auckland – New Zealand
#4 – la chose – France
#5 – J. Walter Thompson New York – USA
#6 – Altmann + Pacreau – France
#7 – J. Walter Thompson London – UK
#8 – FF New York – USA
#9 – Energy BBDO Chicago – USA
#10 – FCB Ulka Mumbai – India
#11 – FCB/SIX Toronto – Canada
#12 – Droga5 New York – USA
#13 – Geometry Prague – Czech Republic
#14 – lg2 Quebec – Canada
#15 – adam&eveDDB – UK
#16 – Mother London – UK
#17 – Host/Havas Sydney – Australia
#18 – McCann Health New Delhi – India
#19 – Havas Düsseldorf – Germany
#20 – FCB Chicago – USA
#21 – McCann Health – Brazil
#22 – Air, Partner of McCann – Belgium
#23 – TBWA\\Brussels – Belgium
#24 – BETC Paris – France
#25 – gyro – USA
Top 20 most successful networks promoting good causes
#1 – BBDO Worldwide
#2 – FCB
#3 – J. Walter Thompson Worldwide
#4 – McCann Worldwide
#5 – Havas Group
#6 – Ogilvy
#7 – TBWA Worldwide
#8 – DDB Worldwide
#9 – Dentsu Aegis Network
#10 – FF Creative Community
#11 – Grey Global Group
#12 – Publicis Worldwide
#13 – Saatchi & Saatchi
#14 – Geometry Global
#15 – VMLY&R
#16 – Leo Burnett Group
#17 – MullenLowe Group
#18 – M&C Saatchi
#19 – Serviceplan Group
#20 – BBH
Top 10 most successful brands promoting good causes
#1 – Amnesty International
#2 – WWF
#3 – Greenpeace
#4 – Procter & Gamble
#5 – Plastic Oceans Foundation
#6 – National Safety Council
#7 – The Times of India
#8 – PFLAG Canada
#9 – Palau Legacy Project
#10 – Fondation Abbé Pierre
read press release
view the full list
Isa Kurata
Co-Founder
ACT Responsible & The Good Report
Email: isa@act-responsible.org
Phone: +33 6 07 08 12 07
The Good Report 2017
The Good Report 2016
The Good Report 2015
The Good Report 2014
The Good Report 2013
view previous reports
If you want to submit an ad, organise
an exhibition, become a member, find out
about our initiatives, start a partnership,
offer media space or simply learn more…
Please get in touch with our team!
write to ACT
ACT Responsible
Bord du Canal, 33
Chalais, CH 3966
SWITZERLAND
Inspire, promote and unite the key players of the advertising industry to share good practice in social responsibility and sustainable development.
© 2019 act Responsible
