The Good Report 18

Top campaigns, agencies and advertisers on Socially Responsible Communication

 

ABOUT THE GOOD REPORT

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 by ACT Responsible in collaboration with WARC, the worldwide authority on marketing and media effectiveness and publisher of the WARC Creative 100 Rankings, a global index of creative excellence in advertising, successor to the Gunn Report.

Advertising is often confined to its commercial side; we tend to forget the other part of its role: informing, raising awareness and educating. 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, and to motivate and inspire creativity as well as 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 RANKING

Trash Isles #1 campaign | BBDO New York #1 agency

BBDO Worldwide #1 network | Amnesty International #1 brand

In 2018, a total of 827 campaigns produced by 534 agencies for 685 advertisers from 74 countries were evaluated for this latest 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, with 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 2018 is made-up of the 40 campaigns featured in The Good report 2018, 27 are for NGO’s, institutions and foundations and 13 are for commercial brands. The top 25 agencies are made up of 6 independents and 19 networked agencies. In the top 19 Networks list there are 3 independent networks and 18 networks owned by holding companies; and the top ten Advertisers include 8 NGO’s/Institutions and 2 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 – 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 brand 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

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

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