McCann's "Fearless Girl," BBDO NY Top The Good Report For Social Responsibility
State Street Global Advisors' "Fearless Girl" from McCann NY
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Now in its fifth year, The Good Report has named State Street Global Advisors’ “Fearless Girl” from McCann New York as the most successful campaign promoting good causes in 2017. 

BBDO New York earned The Good Report mantle as the most successful agency promoting good causes last year. Helping the shop earn that lofty ranking was its Sandy Hook Promise PSA titled “Evan,” which was ranked Good’s fourth most successful campaign of 2017.

The Good Report ranks 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 created in collaboration between ACT Responsible, the international non-profit association and global source of the world’s best ads on social and environmental issues, and Gunn Report, the global index of creative excellence in advertising.

A total of 1,045 campaigns produced by 680 agencies for 850 advertisers from 80 countries were evaluated for this latest Good Report. The ranking is created by combining the industry’s recognition with the performance measured by the Gunn Report, as well as the promotional effort behind the campaigns and the general public’s recognition from public votes organized by ACT Responsible. There is no complicated criteria or categories, just great work for Good.
The Good Report 2017 is made-up of 40 campaigns, of which 31 are for NGO’s, institutions and foundations and 9 are for commercial brands. The top 25 agencies are made up of three independents and 22 networked agencies. In the top 20 Networks list there are three independent networks and 17 networks owned by holding companies; and the top 10 Advertisers include six NGO’s/Institutions and four for-profit companies.
Taking the top places are:
Most successful Campaigns promoting good causes 2017

  • 1 "Fearless Girl," McCann New York - State Street Corporation
  • 2 "Switch it off," Ogilvy Germany, Berlin - Amnesty International
  • 3 "Meet Graham," Clemenger BBDO Melbourne - Transport Accident Commission
  • 4 "Evan," BBDO New York -  Sandy Hook Promise
  • 5 "The First Braille Smartwatch," Serviceplan Germany - Dot Incorporation

Most successful Agencies promoting good causes 2017

  • 1 - BBDO New York - USA
  • 2 - McCann New York - USA
  • 3 - Ogilvy Berlin - Germany
  • 4 - Clemenger BBDO Melbourne - Australia
  • 5 - Serviceplan München - Germany

Most successful Networks promoting good causes 2017

  • 1 - BBDO Worldwide
  • 2 - FCB Worldwide
  • 3 - McCann Worldgroup
  • 4 - Ogilvy & Mather Worldwide
  • 5 - Young & Rubicam Group

Most successful brands promoting good causes 2017

  • 1 - Amnesty International
  • 2 - WWF
  • 3 - UNICEF
  • 4 - Red Cross
  • 5 - Greenpeace

Act Responsible considers that advertising recognition is too often confined to its commercial side; and that the other part of its role, such as informing, raising awareness and educating, is often forgotten.
For 17 years now, Act Responsible has recognized the use of creativity to raise awareness of the world’s major issues. Still, hardly any specific recognition is offered to agencies that give time and talent to support the communication of public interest causes. Nonetheless, the commitment of communication professionals to these causes is fundamental; good causes need campaigns to create awareness of their existence.
Act Responsible has created The Good Report in collaboration with Gunn Report, to celebrate the wonderful work and dedication that thousands of agencies are making to support these major causes, in order to further motivate and inspire creativity as well as the continued production of new campaigns.
“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 the celebrate this work every year. Producing The Good Report with the collaboration of the Gunn Report Team is a great privilege” said Hervé de Clerck, ACT Responsible dream leader.
“Act Responsible honors the hugely valuable job our industry does, throughout the year in countries all round the world, in multiplying the impact and effectiveness of communications for Good Causes. The Good Report adds a commendable extra dimension to their mission and we are proud to be a part of it,” said Emma Wilkie, managing director of Gunn Report.
To see The Good Report 2017 in full, click here.
The campaigns featured in The Good Report will be exhibited at the annual Act Responsible Expo held at the Cannes Lions 65th International Festival of Creativity in June.


Client Sandy Hook Promise Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Peter Alsante, creative director; Bryan Stokely, copywriter; Martin Zelcs, art director; Julian Katz, group executive producer; Sean Stogner, communications planning director. Production Smuggler Henry-Alex Rubin, director; Patrick Milling Smith, Brian Carmody, partners; Drew Santarsiero, exec producer; Leah Allina producer; Ken Seng, DP. Postproduction NO6 Jason Macdonald, editor; Nick Schneider, additional editor; Corina Dennison, exec producer; Malia Rose, post producer; Ed Skupeen, Mark Reyes, Flame artists; Stuart Wheeler, colorist. Audio Post Heard City Stefano Campbello, Evan Mangiamele, mixers; Sasha Awn, exec producer.


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