AXA and Publicis lead global impact ranking

Publicis Conseil and AXA have taken the top positions in the ACT Good Report 2026, with the campaign Three Words named the most impactful work for social good globally.

Compiled by ACT Responsible in partnership with WARC, the report evaluates campaigns that combine creative excellence with measurable social and environmental impact.

France leads as purpose-driven creativity gains traction

France ranked as the top country in this year’s report, with Publicis Conseil also securing the number one agency position. Publicis Worldwide led the network ranking, while AXA topped the advertiser list, reflecting the increasing role of major brands in purpose-led campaigns.

The report integrates results from the WARC Creative 100 Ranking alongside ACT Responsible’s own initiatives, including exhibitions, awards programmes and public voting.

Balanced mix of non-profit and brand-led campaigns

Findings from the 2026 edition point to a balance between non-profit and commercial work among leading campaigns. Of the top 40 entries, 20 were created for non-profits, 17 for commercial brands, one for a public sector organisation, and two were collaborations between brands and non-profits.

In total, 1,008 campaigns from 673 agencies and 815 advertisers across 75 markets were assessed. The final top 40 campaigns represent 33 agencies and 38 advertisers spanning 21 markets.

Top campaigns and agencies reflect global spread

Among the highest-ranked campaigns, Three Words for AXA by Publicis Conseil secured first place, followed by Ink of Democracy for The Times of India by Havas Worldwide and The Shooting for Articulo 19 by Grey Mexico.

Other top agencies include BETC Paris, X3M Ideas and Serviceplan Germany, highlighting a mix of network and independent players.

Across networks, Havas Group, McCann Worldgroup, BBDO and TBWA\Worldwide ranked behind Publicis Worldwide.

Industry focus shifts toward impact and accountability

The report highlights how brands and agencies increasingly align creative work with broader societal issues. It also underscores the continued reliance of non-profits on agency support to amplify their impact.

Isa Kurata, Co-founder, ACT Responsible: "This year’s results echo Cannes Lions’ recent announcement naming France Creative Country of the Year. It’s encouraging to see creative leadership and social impact now deeply connected. What’s changing is who’s driving it: we clearly see brands stepping up, using creativity to take a stand on real-world issues. But let’s be clear: NGOs still rely heavily on the industry’s support to continue raising funds and driving impact. The ACT Good Report exists to inspire the industry to do both. Our partnership with WARC strengthens that mission on a global stage."

Amy Rodgers, Head of Content, WARC Creative and Strategic Partner: "Creativity as a force for positive change has never been more important. WARC is delighted to once again collaborate with Act Responsible to continue spotlighting the agencies, brands and NGOs that are creating breakthrough ideas that not only matter to society but can change behaviour."

The full report can be accessed here