ABOUT THE GOOD REPORT

The Good Report is a collaboration between ACT Responsible and The Gunn Report the global index of creative excellence in advertising, was created in 2013. It’s 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.

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.

“Act Responsible 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,

Emma Wilkie, managing director of Gunn Report

THE 2017 RANKING

Fearless Girl #1 campaign | BBDO New York #1 agency

BBDO Worldwide #1 network | Amnesty International #1 brand.

In 2017, a total of 1045 campaigns produced by 680 agencies for 850 advertisers from 80 countries were 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 organized by ACT Responsible. There is no complicated criteria or categories, just great work for Good.

The Good Report 2017 is made-up of 40 campaigns, of which 31 are for NGO’s, institutions and foundations and 9 are for commercial brands. The top 25 agencies are made up of three independents and 22 networked agencies. In the top 20 Networks list there are three independent networks and 17 networks owned by holding companies; and the top 10 Advertisers include six NGO’s/Institutions and four for-profit companies.

  Top 40 most successful Campaigns promoting good causes

  Top 25 most successful Agencies promoting good causes

#1 – BBDO New York – USA
#2 – McCann New York – USA
#3 – Ogilvy Berlin – Germany
#4 – Clemenger BBDO Melbourne – Australia
#5 – Serviceplan München – Germany
#6 – David – Argentina
#7 – Saatchi & Saatchi Sydney – Australia
#8 – BETC Paris – France
#9 – Cossette Toronto – Canada
#10 – The Martin Agency – United States
#11 – la chose – France
#12 – Serviceplan – France

#13 – DDB Group Düsseldorf – Germany
#14 – Advantage Y&R – Namibia
#15 – McCann Worldgroup Mumbai – India
#16 – Leo Burnett Melbourne – Australia
#17 – RBK Communication – Sweden
#18 – FCB Toronto – Canada
#19 – FCB – New Zealand
#20 – Grey Dusseldorf – Germany
#21 – TBWA\Santiago Mangada Puno – Philippines
#22 – BBDO Mumbai – India
#23 – FCB Inferno, London – United Kingdom
#24 – TBWA\PARIS – France
#25 – FCB Brasil, São Paulo – Brazil

 Top 20 most successful Networks promoting good causes

#1 – BBDO Worldwide
#2 – FCB Worldwide
#3 – McCann Worldgroup
#4 – Ogilvy & Mather Worldwide
#5 – Young & Rubicam Group
#6 – DDB Worldwide
#7 – TBWA Worldwide
#8 – Leo Burnett Worldwide
#9 – Serviceplan Group
#10 – Publicis Worldwide
#11 – GREY Global Group
#12 – Saatchi & Saatchi
#13 – Havas Creative Group
#14 – J. Walter Thompson Worldwide
#15 – Cheil Worldwide
#16 – Dentsu Aegis Network
#17 – Geometry Global
#18 – BBH
#19 – M&C Saatchi
#20 – MullenLowe Group

 Top 10 most successful brand promoting good causes

#1 – Amnesty International
#2 – WWF
#3 – UNICEF
#4 – Red Cross
#5 – Greenpeace
#6 – Samsung
#7 – Procter & Gamble
#8 – Médecins du Monde
#9 – Direction de la Sécurité et de la Circulation Routières
#10 – FIDH (International Federation of Human Rights)

Amanda Benfell
Director of Communications
Email: Amanda@gunnreport.com
Mobile: +44 (0) 7795 434390

Isa Kurata
Co-Founder
Email: isa@act-responsible.org
Mobile: +33 6 0708 1207