[Marketing Week] Bob Koigi: Impact is the new currency

The verdict is clear: the ACT Good Report 2026, compiled by ACT Responsible and WARC, is now the industry’s sharpest benchmark—ranking not just creativity, but real-world impact.

It measures what agencies can no longer ignore: social and environmental outcomes, not just attention. Purpose is no longer a trend; it is a competitive edge.

The data confirms the shift. Non-profits and brands are nearly evenly split in the top 40, signaling a convergence of commercial creativity and social responsibility. Impact is now expected—and scalable.

Publicis Conseil leads the charge as the world’s top agency, behind Three Words for AXA—a simple, actionable idea rooted in a real issue, proving purpose-led work can outperform traditional campaigns.

The dominance of Publicis Worldwide and France’s top-ranking point to a broader reality: some markets are systematizing purpose as strategy.

Meanwhile, VML’s sixth-place ranking shows impact at scale is achievable across networks.

The implication is blunt: the report doesn’t just rank work—it resets the bar. Creative excellence alone is no longer enough; measurable impact is now the differentiator. Agencies and brands that cannot demonstrate both risk falling behind.

Campaigns of the week

The Coca-Cola Company has released Uncanned Emotions, its second global brand film created for the FIFA World Cup 2026.

Turkcell has launched a campaign to mark its entry into the 5G era, featuring Shaquille O’Neal in a cinematic narrative designed to highlight network speed, capacity and coverage.

Wall’s, part of The Magnum Ice Cream Company (TMICC), has introduced a UK social campaign designed to engage Gen Z audiences by linking smartphone behaviour with ice cream consumption.

Agencies and accounts

Mr. Porky has appointed Bray Leino as its lead creative and media agency following a competitive pitch process.

Goodway Group has secured an exclusive agreement with Publix to lead its shopper marketing efforts, marking a shift toward centralized, co-branded digital media solutions for consumer packaged goods partners.

We Are Social has been appointed by Airbnb in Australia to lead its influencer and social media programme following a competitive pitch process.

Partnerships and acquistions

Canva has acquired Simtheory and Ortto, strengthening its capabilities in artificial intelligence and marketing infrastructure.

Global programmatic media company MiQ has acquired Rocket Lab, a mobile app growth hub, strengthening its mobile in-app capabilities and expanding its presence in growth markets.

JCDecaux has been awarded the advertising concession for Western Sydney International Airport, marking a long-term agreement to develop a digital out-of-home media network at Sydney’s new aviation hub.

Other major news of the week

Many organizations know how brands grow, but fail to translate that knowledge into structural growth. According to Lucas Hulsebos , CEO of DVJ Insights, the cause lies in the way companies are structured and make decisions.

Publicis Groupe reported net revenue organic growth of 4.5 percent for the first quarter of 2026, supported by revenue growth of 6.4 percent.

Dentsu has announced an advanced version of its proprietary operating system dentsu.Connect, positioning it as an AI-powered platform.

Bob Koigi is the editor-in-chief of Marketing Report.One

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