celebrating the best campaigns for

social & environnemental responsibility


Nivea Doll #1 campaign

Publicis Conseil Paris #1 agency

Publicis Worldwide #1 network

France 5 #1 advertiser.


 In 2016, a total of 702 campaigns produced by 461 agencies for 608 advertisers from 71 countries was evaluated for this latest Good Report. The ranking is created by combining the industry’s recognition with the performance measured by The Gunn Report, as well as the promotional effort behind the campaigns and the general public’s recognition from public votes organised by ACT Responsible. There are no complicated criteria or categories, just great work for Good.

The Good Report 2016 is made-up of 40 campaigns, of which 24 are for NGO’s, institutions and foundations and 16 are for commercial corporations. The top 25 Agencies are made up of 4 independents and 21 networked agencies; In the top 20 Networks list there are 3 independent networks and 17 networks owned by holding companies; and the top 10 Advertisers include 6 NGO’s/Institutions and 4 for-profit companies.

  Top 40 most successful Campaigns promoting good causes

  Top 25 most successful Agencies promoting good causes

  1. Publicis Conseil, Paris – France
  2. FCB Brasil, São Paulo – Brazil
  3. FCB Inferno, London – United Kingdom
  4. Forsman & Bodenfors, Göteborg – Sweden
  5. Colenso BBDO Auckland, Auckland – New Zealand
  6. Ogilvy & Mather Japan GK, Tokyo – Japan
  7. Air, Partner of McCann, Brussels – Belgium
  8. spark*, Dubai – United Arab Emirates
  9. Grey Group Asia Pacific, Singapore – Singapore
  10. FP7/DXB – McCann Worldgroup, Dubai – UAE
  11. Havas Worldwide Geneva – Switzerland
  12. TAM-TAM\TBWA, Montreal – Canada
13. Saatchi & Saatchi Wellness, New York – USA
14. Prolam Y&R, Santiago – Chile
15. Geometry Global, Bogota – Colombia
16. GPY&R, Melbourne – Australia
17. Leo Burnett Tailor Made São Paulo, São Paulo – Brazil
18. Leo Burnett Melbourne – Australia
19. BBDO India, Gurgaon – India
20. MullenLowe Singapore – Singapore
21. Grey Group New York, New York – USA
22. Venables Bell & Partners, San Francisco – USA
23. Lew’Lara, São Paulo – Brazil
24. Y&R Paris, Boulogne-Billancourt – France
25. FCB Auckland, Auckland – New Zealand

 Top 20 most successful Networks promoting good causes

1.   PUBLICIS Worldwide
2.   FCB Worldwide
3.   BBDO Worldwide
4.   GREY Global Group
5.   YOUNG & RUBICAM Group
6.   Ogilvy & Mather Worldwide
7.   MCCANN Worldgroup
8.   Leo Burnett Worldwide
9.   DDB Worldwide
10. TBWA Worldwide
11. HAVAS Creative Group
12. MullenLowe Group
14. Geometry Global
15. JWT Worldwide
16. DENTSU AEGIS Network
18. CHEIL Worldwide
19. Serviceplan Group
20. BBH

 Top 10 most successful Advertisers promoting good causes

1. France 5
2. Nivea Brasil
3. UNICEF Chile
4. Innocence in Danger, Germany
5. Amnesty International Brussels
6.  Sport England
7.  Ministry of Environment and Sustainability Colombia
8.  Hewlett-Packard Brasil
9.  Abrinq Foundation – Save The Children Brazil
10. Procter & Gamble India


The Good Report is a unique ranking of the world’s best use of creative communications to promote sustainability and social responsibility to raise awareness of major social and environmental issues. It is created in collaboration between ACT Responsible and The Gunn Report, the global index of creative excellence in advertising. Advertising is too often confined to its commercial side; we tend to forget the other part of its role: informing, raising awareness and educating. No specific recognition is offered to agencies that give time and talent to support the communication of public interest causes. Nonetheless, the commitment of communication professionals to these causes is fundamental; without communication campaigns, good causes couldn’t make themselves known to the majority. We have created «The Good Report» to celebrate the wonderful work and commitment that thousands of agencies are making to support these major causes, in order to further motivate and inspire creativity as well as the production of new campaigns.

« The Act Responsible Expo is one of the must see exhibitions at Cannes Lions each year. It honours the hugely valuable job our industry does, throughout the year in countries all round the world, in multiplying the impact and effectiveness of communications for Good Causes. The Good Report adds a commendable extra dimension to their mission and we are proud to be a part of it »

Donald Gunn, Founder, The Gunn Report & ACT’ive Partner

Amanda Benfell
Head of Press & PR
Email: amanda.benfell@warc.com
Phone: +44 (0) 20 7467 8125

Isa Kurata
ACT Responsible & The Good Report
Email: isa@act-responsible.org
Phone: +33 6 0708 1207