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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.
David Tiltman
SVP Content, WARC
”
“
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.
David Tiltman
SVP Content, WARC
”
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.
The
2021
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 2021, a total of 1259 campaigns produced by 796 agencies for 1000 advertisers (non-profit, public sector, and commercial brands) across 80 markets were evaluated for this latest Good Report.
Of the top 40 campaigns featured in The Good Report 2021, 21 are for non-profits, 15 for commercial brands (including 2 produced in collaboration with non-profits) and 4 for public sectors. A total of 45 agencies (34 are from networks and 11 are independent agencies) across 21 markets are represented.
The top 25 agencies are made up of 4 independent and 21 networked agencies covering a total of 16 markets. Of the top 20 networks, 3 are independent and 17 are owned by holding companies. The top ten brands include 6 non-profits, 4 for-profit.
Top 40 most successful campaigns
promoting good causes
1
Boards of Change
Advertiser : City of Chicago
Agency : FCB Chicago/ FCBX Chicago
4
True Name
Advertiser : Mastercard
Agency : McCann New York
2
The Hiring Chain
Adverisier : CoorDown
Agency : SMALL New York
5
Donation Dollar
Advertiser : The Royal Australian Mint
Agency : Saatchi & Saatchi
3
Water Light
Advertiser : E-Dina Energy
Agency : Wunderman Thompson Bogotá
…
40
Top 25 most successful agencies promoting good
#1 – Publicis Conseil
#2 – FCB Chicago
#3 – FCB Ulka Mumbai
#4 -Wunderman Thompson Bogotá
#5 -Small, New York
#6 -McCann New York
#7 -McCann New York
#8 – McCann Health, New York
#9 – Saatchi & Saatchi, Melbourne
#10 – McCann Health São Paulo
#11 – Cossette, Montréal
#12 – BETC
#13 – Havas London
#14 – Africa, São Paulo
#15 – Havas Sports & Entertainment
#16 – BBDO Düsseldorf
#17 – Cheil Madrid
#18 – Wunderman Thompson, Buenos Aires
#19 – VMLY&R, São Paulo
#20 – TBWA\Hunt\Lascaris Johannesburg
#21 – Grey New York
#22 – Rothco Dublin
#23 – Ogilvy Milan
#24 – Agencia Laika, Guayaquil
#25 – Presence, London
Top 20 most successful networks promoting good
#1 – FCB
#2 – McCann Worldwide
#3 – TBWA Worldwide
#4 – Havas Group
#5 – Publicis Worldwide
#6 – Saatchi & Saatchi
#7 – DDB Worldwide
#8 – Wunderman Thompson
#9 – BBDO Worldwide
#10 – Ogilvy
#11 – VMLY&R
#12 – Leo Burnett
#13 – Grey Group
#14 – M&C Saatchi
#15 – Blue Focus
#16 – Cheil Worldwide
#17 – Accenture Interactive
#18 – Anomaly
#19 – MullenLowe Group
#20 –MSQ Partners
Top 10 most successful advertisers promoting good
#1 – WWF
#2 – City of Chicago
#3 – CoorDown
#4 – E-Dina Energy
#5 – Mastercard
#6 – Amnesty International
#7 – The Royal Australian Mint
#8 – Change de Ref
#9 – The Times of India
#10 – Unilever
Isa Kurata
Co-Founder
ACT Responsible & The Good Report
Email: isa@act-responsible.org
Phone: +33 6 07 08 12 07
The Good
Report
2020
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
The 2021 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 2021, a total of 1259 campaigns produced by 796 agencies for 1000 advertisers (non-profit, public sector, and commercial brands) across 80 markets were evaluated for this latest Good Report.
Of the top 40 campaigns featured in The Good Report 2021, 21 are for non-profits, 15 for commercial brands (including 2 produced in collaboration with non-profits) and 4 for public sectors. A total of 45 agencies (34 are from networks and 11 are independent agencies) across 21 markets are represented.
The top 25 agencies are made up of 4 independent and 21 networked agencies covering a total of 16 markets. Of the top 20 networks, 3 are independent and 17 are owned by holding companies. The top ten brands include 6 non-profits, 4 for-profit.
40
Top 40 most successful campaigns
promoting good causes
1
Boards of Change
Advertiser : City of Chicago
Agency : FCB Chicago/ FCBX Chicago
2
The Hiring Chain
Adverisier : CoorDown
Agency : SMALL New York
3
Water Light
Advertiser : E-Dina Energy
Agency : Wunderman Thompson Bogotá
4
True Name
Advertiser : Mastercard
Agency : McCann New York
5
Donation Dollar
Advertiser : The Royal Australian Mint
Agency : Saatchi & Saatchi
…
40
Top 25 most successful agencies promoting good
#1 – Publicis Conseil
#2 – FCB Chicago
#3 – FCB Ulka Mumbai
#4 -Wunderman Thompson Bogotá
#5 -Small, New York
#6 -McCann New York
#7 -McCann New York
#8 – McCann Health, New York
#9 – Saatchi & Saatchi, Melbourne
#10 – McCann Health São Paulo
#11 – Cossette, Montréal
#12 – BETC
#13 – Havas London
#14 – Africa, São Paulo
#15 – Havas Sports & Entertainment
#16 – BBDO Düsseldorf
#17 – Cheil Madrid
#18 – Wunderman Thompson, Buenos Aires
#19 – VMLY&R, São Paulo
#20 – TBWA\Hunt\Lascaris Johannesburg
#21 – Grey New York
#22 – Rothco Dublin
#23 – Ogilvy Milan
#24 – Agencia Laika, Guayaquil
#25 – Presence, London
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 2020
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
