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The Good Report is a unique ranking of the world’s best use of creative communications to promote sustainability and social responsibility. 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.
“
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
Top 10 most successful brands promoting good
#1 – Sea Shepherd Conservation Society
#2 – The Big Issue & Monzo Bank
#3 – Association Petits Princes
#4 – WWF
#5 – Grenfell United
#6 – Amnesty International
#7 – Google AI / Canadian Down Syndrome Society
#8 – Illinois Council Against Handgun Violence
#9 – Unilever
#10 – World Vision
Isa Kurata
Co-Founder
ACT Responsible & The Good Report
Email: isa@act-responsible.org
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
call act
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
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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
Top 10 most successful brands promoting good
#1 – Sea Shepherd Conservation Society
#2 – The Big Issue & Monzo Bank
#3 – Association Petits Princes
#4 – WWF
#5 – Grenfell United
#6 – Amnesty International
#7 – Google AI / Canadian Down Syndrome Society
#8 – Illinois Council Against Handgun Violence
#9 – Unilever
#10 – World Vision
Isa Kurata
Co-Founder
ACT Responsible & The Good Report
Email: isa@act-responsible.org
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!
call ACT
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
