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Top campaigns, agencies
and advertisers for Socially Responsible Communication

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 produced 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 benchmark of creative excellence in advertising.

Advertising is not always given recognition for its role to inform, raise awareness and educate. 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 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.

Creativity as a force for positive change is more important than ever. WARC is delighted to collaborate with Act Responsible to continue shining a light on the brands, the NGOs and the agencies that are creating breakthrough ideas that truly matter to society.


Amy Rodgers

Managing Editor, Research & Rankings, WARC

The
2020
rankings

The corpus of campaigns covers all social & environmental campaigns created for a non-profit, public sector and commercial brands identified during the year by our editorial team.

The ranking combines a campaign’s presence and performance in

 * shows tracked WARC Rankings Creative 100 (scoring the campaign’s performance in awards shows. Find out about Warc Ranking methodology).

* ACT Responsible initiatives  including : Great Ads for Good Exhibition – Care Awards – « One minute of Responsibility » TV Program – all Tributes (public vote) – Good Ad Gallery (views)]

There are no complicated categories nor criteria, just great work for good.

40

In 2020, a total of 1266 campaigns produced by 748 agencies for 1012 brands (non-profit,  public sector, and commercial brands) across 78 markets were evaluated for this latest Good Report.

Of the top 40 campaigns featured in The Good Report 2020, 27 are for non-profits, 11 for commercial brands (including three produced in collaboration with non-profits) and two for public sectors.  40 agencies (28 of which are part of 19 networks and 14 are independent agencies) across 21 markets are represented.

The top 25 agencies are made up of six independent and 19 networked agencies covering a total of 13 markets. Of the top 20 networks, three are independent and 17 are owned by holding companies. The top ten brands include seven non-profits, one for-profit and two are collaborations.

Top 40 most successful campaigns
promoting good causes

1

Pay it forward

Brand : The Big Issue & Monzo Bank

Agency : FCB Inferno London

4

Project Understood

Brand : Google A.I. / Canadian Down Syndrome Society

Agency : , FCB Canada

2

Elsa

Brand : Association Petits Princes

Agency : Altmann + Pacreau Paris

5

The Gun Violence History Book

Brand : Illinois Council Against Handgun Violence

Agency : FCB Chicago

3

Unsafe Buildings in the Spotlight

Brand : Grenfell United

Agency : Anomaly London

40

 Top 25 most successful agencies promoting good

#1 – Anomaly London, UK
#2 – FCB Inferno, UK
#3 – Altmann + Pacreau, France
#4 – Wings The Agency, Venezuela
#5 – FCB, Canada
#6 – Impact BBDO, UAE
#7 – FCB Chicago, USA
#8 – McCann New York, USA
#9 – BBDO New York, USA
#10 – STEVE, France
#11 – FCB Lisbon, Portugal
#12 – Ogilvy Toronto, Canada
#13 – Don’t Panic, UK
#14 – Scholz & Friends Berlin, Germany
#15 – Wunderman Thompson Buenos Aires Argentina
#16 – Serviceplan Munich, Germany
#17 – McCann Belgrade, Serbia
#18 -Africa São Paulo, Brazil
#19 – FCB/SIX Toronto, Canada
#20 -Uncommon Creative Studio London, UK
#21 – TBWA\Hakuhodo, Japan
#22 – Leo Burnett, Israel
#23 – BETC Paris, France
#24 – Jung von Matt Hamburg, Germany
#25 – McCann Health, USA

Top 20 most successful networks promoting good

#1 – FCB
#2 – BBDO Worldwide
#3 – Ogilvy
#4 – McCann Worldwide
#5 – Havas
#6 – TBWA Worldwide
#7 – Publicis
#8 – MDC Partners
#9 – DDB Worldwide
#10 – Cheil Worldwide
#11 – Wunderman Thompson
#12 – Leo Burnett Group
#13 – Grey Global Group
#14 – Serviceplan
#15 – VMLY&R
#16 – Scholz & Friends Group
#17 – MullenLowe Group
#18 – Saatchi & Saatchi
#19 – Jung von Matt
#20 –Dentsu Aegis Network

Isa Kurata

Co-Founder
ACT Responsible & The Good Report

Email: isa@act-responsible.org
Phone: +33 6 07 08 12 07

Amanda Benfell

Head of Press & PR
WARC

Email: amanda.benfell@warc.com
Phone: +33 6 07 08 12 07

The Good
Report

Previous years

The Good
Report

2016

The Good
Report

2019

The Good
Report

2015

The Good
Report

2018

The Good
Report

2014

The Good
Report

2017

The Good
Report

2013

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

9 + 11 =

Inspire, promote and unite the advertising communication industry to share good practices on social responsibility and sustainable development.

The international NGO is affiliated with the United Nations Department of Global Communications and part of the UN Global Compact.

© 2019 act Responsible
by Alexandre Gournay & Guillaume Zhu  @e-artsup

Promote   >   The Goog Report

promote

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 communications to promote sustainability and social responsibility to raise awareness of major social and environmental issues. It is produced 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 benchmark of creative excellence in advertising.

Advertising is advertising is not always given recognition for its role to inform, raise awareness and educate. 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 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.

Creativity as a force for positive change is more important than ever. WARC is delighted to collaborate with Act Responsible to continue shining a light on the brands, the NGOs and the agencies that are creating breakthrough ideas that truly matter to society.

Amy Rodgers

Managing Editor, Reasearch & Rankings, WARC

The 2020 rankings

The corpus of campaigns covers all social & environmental campaigns created for a non-profit, public sector and commercial brands identified during the year by our editorial team.

The ranking combines a campaign’s presence and performance in

 * shows tracked WARC Rankings Creative 100 (scoring the campaign’s performance in awards shows. Find out about Warc Ranking methodology).

* ACT Responsible initiatives  including : Great Ads for Good Exhibition – Care Awards – « One minute of Responsibility » TV Program – all Tributes (public vote) – Good Ad Gallery (views)]

There are no complicated categories nor criteria, just great work for good.

In 2020, a total of 1266 campaigns produced by 748 agencies for 1012 brands (non-profit,  public sector, and commercial brands) across 78 markets were evaluated for this latest Good Report.

Of the top 40 campaigns featured in The Good Report 2020, 27 are for non-profits, 11 for commercial brands (including three produced in collaboration with non-profits) and two for public sectors.  40 agencies (28 of which are part of 19 networks and 14 are independent agencies) across 21 markets are represented.

The top 25 agencies are made up of six independent and 19 networked agencies covering a total of 13 markets. Of the top 20 networks, three are independent and 17 are owned by holding companies. The top ten brands include seven non-profits, one for-profit and two are collaborations.

40

Top 40 most successful campaigns promoting good

1

Pay it forward

Brand : The Big Issue & Monzo Bank

Agency : FCB Inferno London

4

Project Understood

Brand : Google A.I. / Canadian Down Syndrome Society

Agency : , FCB Canada

2

Elsa

Brand : Association Petits Princes

Agency : ALTMANN+PACREAU Paris

5

The Gun Violence History Book

Brand : Illinois Council Against Handgun Violence

Agency : FCB Chicago

3

Unsafe Buildings in the Spotlight

Brand : Grenfell United

Agency : Anomaly London

40

Top 25 most successful agencies promoting good

#1 – Anomaly London, UK
#2 – FCB Inferno London, UK
#3 – Altmann + Pacreau Paris, France
#4 – Wings The Agency, Venezuela
#5 – FCB, Canada
#6 – Impact BBDO, UAE
#7 – FCB Chicago, USA
#8 – McCann New York, USA
#9 – BBDO New York, USA
#10 – STEVE, France
#11 – FCB Lisbon, Portugal
#12 – Ogilvy Toronto, Canada
#13 – Don’t Panic, UK
#14 – Scholz & Friends Berlin GmbH, Germany
#15 – Wunderman Thompson Buenos Aires Argentina
#16 – Serviceplan Munich, Germany
#17 – McCann Belgrade, Serbia
#18 -Africa São Paulo, Brazil
#19 – FCB/SIX Toronto, Canada
#20 -Uncommon Creative Studio London, UK
#21 – TBWA\Hakuhodo Tokyo, Japan
#22 – Leo Burnett, Israel
#23 – BETC Paris, France
#24 – Jung von Matt Hamburg, Germany
#25 – McCann Health, USA

Top 20 most successful networks promoting good

#1 – FCB
#2 – BBDO Worldwide
#3 – Ogilvy
#4 – McCann Worldwide
#5 – Havas
#6 – TBWA Worldwide
#7 – Publicis
#8 – MDC Partners
#9 – DDB Worldwide
#10 – Cheil Worldwide
#11 – Wunderman Thompson
#12 – Leo Burnett Group
#13 – Grey Global Group
#14 – Serviceplan
#15 – VMLY&R
#16 – Scholz & Friends Group
#17 – MullenLowe Group
#18 – Saatchi & Saatchi
#19 – Jung von Matt
#20 –Dentsu Aegis Network

Isa Kurata

Co-Founder
ACT Responsible & The Good Report

Email: isa@act-responsible.org
Phone: +33 6 07 08 12 07

Amanda Benfell

Head of Press & PR
WARC

Email: amanda.benfell@warc.com
Phone: +33 6 07 08 12 07

view previous reports

The Good Report 2019

The Good Report 2018

The Good Report 2017

The Good Report 2016

The Good Report 2015

The Good Report 2014

The Good Report 2013

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 advertising communication industry to share good practices on social responsibility and sustainable development.The international NGO is part of

© 2019 act Responsible

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