BREAKING NEWS -- THE GOOD REPORT : AIR 2nd most successful agency in the world to defend good causes.
The Good Report, created last year in collaboration with The Gunn Report celebrate the TOP 30 campaigns, TOP 20 agencies, TOP 15 Networks and TOP 5 advertisers promoting responsible messages. The corpus of ads evaluated is the ACT Responsible database, combining this year, 854 campaigns, 578 agencies, 673 advertisers from 71 countries. The formula combines the presence and performance in ACT Responsible and The Gunn Report. There are no complicated categories: all we are looking for is great work for good causes.
WHY THE GOOD REPORT ?
Advertising is too often confined to its commercial side, and we tend to forget the other part of its role: information, awareness and education. For 15 years, the Good Report collected the best ads promoting sustainability, equitable development and social responsibility to raise awareness on the world’s major issues. Still no specific recognition is offered to agencies, giving time and talent to support the communication of public interest causes. Yet the commitment of communication professionals for these causes is fundamental; without communication campaigns these causes couldn’t make themselves known. In a time of crisis, it is understandable that some agencies are pulling out under the guise of budget cuts. The association has decided to create The Good Report to celebrate agencies that continue to support these major causes, in order to motivate and inspire creativity and production.
AIR, partner of McCann in Brussels, is the 2nd most successful agency out of 20 in the world to defend good causes.