Advertising is not always given recognition for its role in helping make the world a better place but The Good Report aims to do just that: Huawei, Microsoft and IKEA are among the brands topping its latest ranking.

The Good Report is produced by ACT Responsible, the international non-profit association, in collaboration with WARC and combines a campaign’s presence and performance in the WARC Creative 100 with the presence 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).

A total of 1,108 campaigns produced by 673 agencies for 882 brands (321 commercial brands, 444 not-for-profit and 117 governmental bodies) from 76 markets were evaluated.

Of the top 40 campaigns featured in The Good Report 2019, 22 are from NGOs, institutions and foundations, 16 from commercial brands and two 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 nine independent and 16 networked agencies covering a total of 20 markets. In the top 20 networks there are three independent networks and 17 networks owned by holding companies. The top 10 brands include five NGOs or institutions and five for-profit companies.

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 Worldgroup

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

All the campaigns featured in The Good Report are available to view online here:

Hervé de Clerck, ACT Responsible Dream Leader, says: "With The Good Report, ACT Responsible continues its mission of promoting, inspiring and federating the communications industry for the greater Good. We truly believe advertising has a major role in educating and promoting good to help make the world a better place and we are proud to celebrate this work every year.” 

Sourced from The Good Report