The Good Report 2019

The Good Report is a collaboration between ACT Responsible and WARC Rankings. It is a unique ranking of the world’s best use of creative communications to promote sustainability and social responsibility in order to raise awareness about major social and environmental issues.

A total of 1108 campaigns produced by 673 agencies for 882 brands (321 commercial brands, 444 not-for-profit, 117 governmental bodies) from 76 markets were evaluated for this latest Good Report. The Good Report ranking combines a campaign’s presence and performance in
the WARC Creative 100 (based on the campaign’s performance in the industry’s most important global and regional creative award shows tracked throughout 2019.) and in ACT Responsible initiatives (Great Ads for Good Exhibition, the Care Awards, « One minute of Responsibility » TV Program, all Tributes (public vote), Good Ad Gallery). There is no complicated criteria or categories, just great work for Good.

Of the top 40 campaigns featured in The Good Report 2019, 22 are from NGOs, institutions and foundations,16 from commercial brands and 2 from government bodies. 24 markets are represented, 42 agencies (30 agencies are part of 13 networks and 12 are independent agencies). The top 25 agencies are made up of 9 independent and 16 networked agencies covering a total of 20 markets. In the top 20 networks there are 3 independent networks and 17 networks owned by holding companies. The top 10 brands include 5 NGOs or institutions and 5 for-profit companies.

Taking the top places are:

Most successful Campaigns promoting good
1. DO Black, The carbon limit credit card, RBK Communication Stockholm, Doconomy
2. StorySign, FCB Inferno London, Huawei
3. Xbox: Changing the Game, m:united/McCann New York, Microsoft
4. ThisAbles, McCann Tel Aviv, IKEA
5. When you can read everything, it changes everything, In the Company of Huskies Dublin, SUAS Educational Development

Most successful Agencies promoting good
1. Publicis Conseil Paris, France
2. McCann New York, USA
3. FCB Lisbon, Portugal
4. RBK Communication Stockholm, Sweden
5. FCB Inferno London, United Kingdom

Most successful Networks promoting good
1. McCann Worldwide
2. BBDO Worldwide
3. FCB
4. Publicis Worldwide
5. TBWA Worldwide

Most successful advertisers promoting good
1. Greenpeace
2. Doconomy
3. Care
4. Amnesty International
5. Huawei

See the full list and campaigns of The Good Report 2019 here

WRITTEN BY:

Goodvertising

Goodvertising is a book, but equally a movement to unlock the world-bettering power of brands