In 2001, de Clerck used AdForum as a springboard for launching ACT Responsible, an association that aims to recognise excellence in cause-related advertising.

In June 2009, Kofi Annan, former Secretary General of the United Nations, President of the Global Humanitarian Forum, and David Jones, Global CEO of Havas Worldwide and co-founder of One Young World, joined a debate on climate change hosted by ACT Responsible and AdForum founder Hervé de Clerck at the 56th Cannes International Advertising Festival.

It was described by US trade magazine Adweek as "a brainstorming tool for creative people, a new-business generator for ad agencies and a scouting mechanism for brand managers.

Membership is free and members are entitled to receive the newsletter as well as news alerts relating to their specific areas of interest, such as agencies, brands or industry awards.

According to a report by themediaonline, consultants organised their code of conduct around seven key principles that they will follow during the agency selection process: excellence, equity, responsibility, integrity, absence of conflict of interest, transparency and confidentiality.