Publicis Conseil’s Three Words for AXA has been named the world’s most impactful campaign for social good in the ACT Good Report 2026, with France taking the top country spot. Publicis Conseil ranks as the #1 agency, while Publicis Worldwide leads as the top network. AXA is named #1 brand, reinforcing the growing role of major advertisers in driving purpose-led creativity.

New Zealand ranks #7 and Australia #9 as Creative Countries in the ACT Good Report 2026; with 14 and 45 standout campaigns respectively reviewed among the 1,008 reviewed across 75 markets. Three Australasian campaigns feature in the Top 40, as well as three Australasian agencies are among the Top 25, highlighting the region growing presence in purpose-driven creativity despite a smaller overall volume.

The top 25 agencies span 16 markets, with network agencies dominating but independent shops continuing to make a strong showing. Meanwhile, the top 10 advertisers include a mix of non-profit and for-profit organisations, underlining the increasing convergence of creativity, purpose, and business impact.

ACT Good Report 2026 best ranked campaigns, agencies network & brands:

Campaigns

• #1 Three Words for AXA by Publicis Conseil, France

• #2 Ink of Democracy for The Times of India by Havas Worldwide, India

• #3 The Shooting for Articulo 19 by Grey Mexico

• #4 36 Months – Raising The Age Of Social Media Citizenship for 36 Months by Supermassive, Australia

• #5 Recipe For Change for Arla Foods by FP7 McCann, United Arab Emirates

Watch the top 40 campaigns.

Agencies

• #1 Publicis Conseil, France
• #2 BETC Paris, France
• #3 Grey Mexico
• #4 X3M Ideas, Nigeria
• #5 Serviceplan Germany

Networks

• #1 Publicis Worldwide
• #2 Havas Group
• #3 McCann Worldgroup
• #4 BBDO
• #5 TBWA\Worldwide

Advertisers

• #1 AXA
• #2 The Times of India
• #3 Articulo 19
• #4 Unilever
• #5 Arla Foods

Countries

• #1 France
• #2 United States
• #3 United Kingdom
• #4 India
• #5 Brazil

The 2026 ranking reflects a wider trend: brands are increasingly stepping into spaces historically dominated by NGOs. Of the top 40 campaigns, 17 are from commercial brands, 20 from non-profits, and three are either public sector or brand-non-profit collaborations.

The report, compiled by ACT Responsible in collaboration with WARC, combines performance in the WARC Creative 100, the global benchmark for creative excellence, with results from the ACT

Collection’s annual program, including the ACT exhibition, ACT Care Awards, ACT Tributes (public vote), and the ACT database. There are no complicated criteria or categories, just outstanding work for good.

This year’s results highlight a strong balance between purpose- and brand-led work. Of the top 40 campaigns:

• 20 were created for non-profits
• 17 for commercial brands
• 1 for public sector organisations
• 2 were brand–non-profit collaborations

Isa Kurata, ACT Responsible co-founder, stated, “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, added, “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.”