"Top Agency Rankings: Publicis Conseil & AXA Lead Global Brands in ACT Good Report 2026"
Driving Social Impact Through Creative Campaigns in 2026
The landscape of advertising and marketing is constantly evolving, with a significant focus on campaigns that not only promote brands but also drive social good. In the recently released ACT Good Report 2026, Publicis Conseil's 'Three Words' campaign for AXA stood out as the most impactful endeavor for social good on a global scale. This achievement underscores the increasing trend of major brands engaging in purpose-led creativity to make a difference in society.
Key Insights from the ACT Good Report 2026
- France was recognized as the leading country in fostering creative work with social and environmental impact.
- The report, developed by ACT Responsible and WARC, emphasizes the significance of combining creative excellence with a meaningful contribution to society.
- Of the top 40 campaigns evaluated, half were crafted for non-profit organizations, showcasing a strong commitment to social causes.
- The rankings encompassed campaigns from 673 agencies and 815 advertisers across 75 markets, demonstrating a global effort towards impactful creative work.
Standout Achievements in the 2026 ACT Good Report
Publicis Conseil clinched the top spot not only in the campaign rankings but also as the leading agency, highlighting their prowess in delivering purposeful and impactful content. Furthermore, Publicis Worldwide emerged as the top network, solidifying the organization's commitment to driving positive change through creativity. AXA secured the #1 position among advertisers, showcasing the growing role of brands in championing societal causes.
Top Performers in the 2026 ACT Good Report
| Campaigns | Agencies | Networks | Advertisers | Countries |
|---|---|---|---|---|
| 1. Three Words for AXA by Publicis Conseil, France | 1. Publicis Conseil, France | 1. Publicis Worldwide | 1. AXA | 1. France |
| 2. Ink of Democracy for The Times of India by Havas Worldwide, India | 2. BETC Paris, France | 2. Havas Group | 2. The Times of India | 2. United States |
| 3. The Shooting for Articulo 19 by Grey Mexico | 3. Grey Mexico | 3. McCann Worldgroup | 3. Articulo 19 | 3. United Kingdom |
| 4. 36 Months - Raising The Age Of Social Media Citizenship by Supermassive, Australia | 4. X3M Ideas, Nigeria | 4. BBDO | 4. Unilever | 4. India |
| 5. Recipe For Change for Arla Foods by FP7 McCann, UAE | 5. Serviceplan Germany | 5. TBWA\Worldwide | 5. Arla Foods | 5. Brazil |
The results of the 2026 report reflect a significant shift in the industry towards purpose-driven campaigns that not only promote brands but also contribute to societal well-being. This trend highlights the growing importance of creativity in driving positive change and the role of brands in using their influence to address real-world issues.
In light of these developments, industry experts such as Isa Kurata and Amy Rodgers have emphasized the crucial role of creativity in promoting social impact. Brands are increasingly leveraging their creative resources to address pressing social issues, marking a significant change in how businesses engage with societal challenges.
Creative campaigns that drive positive change are more essential than ever, and the collaboration between ACT Responsible and WARC plays a vital role in recognizing and promoting such endeavors. By spotlighting agencies, brands, and NGOs that are at the forefront of creating impactful campaigns, the industry is inspired to continue using creativity as a force for positive change.
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