FCB scored high, across the board, in the 2017 Good Report, with seven offices throughout the network being represented. The Good Report – a ranking created in collaboration between ACT Responsible and The Gunn Report – champions sustainability and social responsibility, and celebrates purpose-driven creative work that “raises awareness of major social and environmental issues.”
FCB Worldwide led the pack of Most Successful Agency Networks Promoting Good Causes, earning the number-two spot for the second year. In the Most Successful Agency category, FCB had four of the top 25 agencies – adding one more to last year’s representation, and ranking more agencies than any other network. FCB Toronto, FCB New Zealand, FCB Inferno and FCB Brasil were among the Most Successful Agencies Promoting Good Causes.
“These recognitions speak to the passion and hard work of our incredibly talented employees, which often goes beyond the day-to-day. Seeing representation from so many of our offices across the globe in the promotion of social causes – both individually and as a network – makes me proud to work at FCB,” said FCB Worldwide CEO Carter Murray.
The network also saw five campaigns – one more than in 2016 – in the Top 40 Most Successful Campaigns, which encompassed such themes as human rights, public health and environmental safety. These included FCB Toronto’s “Down Syndrome Answers” for the Canadian Down Syndrome Society, FCB Zurich’s “Search Racism. Find Truth” for Refugees Welcome, FCB Cape Town’s “Testi-Monials” for CANSA, FCB New Zealand’s “Made From Remains” for New Zealand Fire Service and FCB Happiness Saigon’s “#NoFilter” for UNICEF. The 2016 Most Successful Campaigns featured work from FCB Brasil and FCB Inferno, on behalf of clients NIVEA and HP (FCB Brasil) and Sport England and The Big Issue (FCB Inferno).
“Doing good to do well, has been a mantra I have embraced for the last 20 years. When we create work that helps people, that helps our world, we are protecting the future of advertising. One ambition of FCB is to be well represented, year after year, in The Good Report. I am inspired by these human ideas being created in so many of our offices around the world,” said FCB Global Chief Creative Officer Susan Credle.
A total of 1,045 campaigns produced by 680 agencies for 850 advertisers from 80 countries were evaluated for the latest Good Report. The 2017 ranking was generated 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.