Competing for the prestigious Long-Term Marketing Excellence award will be John Lewis, Boots, Pepsi, The Fairtrade Foundation and British Gas.

Meanwhile, in the new Brand Activation category (newly added for 2013), controversial bookmaker Paddy Power will do battle with Just Eat, BMW Group, IBM and BT.

VIEW THIS YEAR’S SHORTLIST

Customer insight

• Aimia/Nectar – Homebase: Analysis of Customers Share of Wallet
• Metro – Delivering Record Audience Through Applied Insights
• ODA – Delivering Unprecedented Travel Behaviour Change – London 2012
• Thinkbox – A marketing problem with a research solution: ‘Screen Life: the view from the sofa’
• Channel 4 – Paralympics ‘Meet the Superhumans’ – the campaign that shouldn’t have been

New brand

• Audi – Audi A1 Launch: small is good
• Organic Milk Suppliers Co-operative – Wise Up: Creating a no-nonsense brand for organic milk
• LOVEFiLM – Launching LOVEFiLM Instant
• Tesco Blinkbox – Blinkbox to the rescue
• Department of Health – Be Clear on Cancer

Brand extension

• Unilever – A healthier approach to brand extension
• McCain – Success smells like a jacket potato
• McLaren – From pit lanes to polished marble – how a reclusive race team took on the most desirable brands on the planet
• British Gas – Attracting Landlords
• Mondelez – Choccy Philly? Don’t be silly

Brand revitalisation

• Burton’s Biscuit Company – Wagon Wheels Brand Revitalisation
• Game Retail – GAME Brand Revitalisation
• British Airways – How To Aim For Market Leadership
• Shell UK – Can an energy company be customer focused?
• Kerry Foods – Brand Revitalisation – Mattessons

Marketing communications

• Honda – Launching a car without a car, or, A journey into the great unknown
• Nike – My Time Is Now
• ASOS – #BestNightEver – ASOS 2012 Christmas campaign
• EDF Energy – Feel Better Energy
• McDonald’s – We All Make The Games

Marketing on a shoestring

• Rightmove – Marketing Intelligence
• Refuge – Speaking up to save lives: The Refuge #dontcoveritup campaign
• Women’s Aid – Blind Eye
• Kern & Sohn – The Gnome Experiment
• Cancer Research UK – The Answer is Plain

Social media marketing

• Wrigley – Now That’s Original
• Absolute Radio – #nowplaying
• KFC UK & Ireland – It Doesn’t Count If
• PepsiCo – Doritos Mariachi
• ASOS – #BestNightEver – ASOS 2012 Christmas campaign

Mobile marketing

• Telefonica O2 UK – Priority Moments
• Hotels.com – 2012 Global Mobile Marketing Campaign
• Microsoft – Kinect Star Wars App
• Domino’s Pizza – Domigoals
• McDonald’s Extended Hours

Content marketing

• BT – 34th Floor
• Telefonica – Problems to possibilities: how O2 Gurus turned great personal service into great content
• PepsiCo – Doritos Mariachi
• Johnson & Johnson – Quite a Mouthful
• ASOS – #BestNightEver – ASOS 2012 Christmas campaign

Brand activation

• Paddy Power – Brand Activation
• Just Eat – Don’t Cook JUST EAT
• BMW Group – The MINIstry of Finance
• IBM – IBM and Wimbledon: A 23 year partnership
• BT – 34th Floor

E-commerce

• BSkyB – Sky Bet successfully backs brand advertising and the punt pays off
• LOVEFiLM – Launching LOVEFiLM Instant
• Dixons Retail – Bringing multichannel to life at Dixons Retail
• Just Eat – Don’t Cook JUST EAT

Customer relationship marketing

• Subway – Subcard CRM Programme 2012
• British Gas – Inspiring customers to opt back in to marketing communications
• East Coast – East Coast Customer Relationship Marketing award entry
• Notcutts Garden Centre Group – Sage: Growing Customer Value

Employee engagement

• Midlands Co-operative Society – Mission Firefly
• Stephens Scown LLP – Employee Engagement
• Smith & Milton – Legal & General, Every Day Matters
• KFC UK & Ireland – Employee Engagement
• BSI – Making Excellence a Habit

Marketing leadership

• RSA – Raising the Bar in Marketing Performance
• SABMiller plc – Building Digital Capability at SABMiller
• Mars – Marketing at Mars: Inspiring Leadership
• Heinz – Heinz Marketing Leadership – Inspiring and equipping marketing teams to drive innovation and growth

Cause-related marketing

• Tata Consultancy Services – TCS Amsterdam Marathon: Running with Business Impact
• BSkyB – Sky Rainforest Rescue
• Gillette – Turning Men into Gentlemen
• Sainsbury’s/Channel 4 – Winning for the Paralympics
• Samsung – Samsung Hope Relay Campaign

Global marketing

• Unilever – Inspiration From Above: A Fresh Approach To A Global Product Launch
• Vodafone – Driving Strategic Vision and Marketing Efficiencies across 21 markets
• Unilever – Invigorating a Global Brand by Inspiring Local Market Activations
• HSBC Bank Plc – HSBC Global Connections
• Accenture – High Performance.Delivered

Not-for-profit marketing

• The Peres Centre for Peace – Blood Relations – the Israeli-Palestinian Mutual Blood Donation Project
• St John Ambulance – A Killer Truth With The Power To Save Lives
• The British Heart Foundation – The BHF. Hard, Fast and Effective
• Department for Communities and Local Government – The Power of a Behavioural Association
• Channel 4 – Meet the Superhumans

Long-term marketing excellence

• John Lewis – Making the nation cry and buy
• Boots UK – Championing the right to feel good
• PepsiCo – Finding a way of triumph as a new sponsor
• Fairtrade Foundation – Creating brands with purpose – the mainstreaming of Fairtrade
• British Gas – Getting Back To Great And Staying There

Business-to-business marketing

• Google – When is a map more than a map?
• Ocean Outdoor – Ocean: The Art of Outdoor
• Aviva – Time for New Thinking: Ensuring Survival After The Death of Commission
• Thinkbox – B2B gets emotional: how it pays to think inside and outside the box
• Lafarge – The Supercretes

Young marketing leader of the year

• Blair Metcalfe – Ogilvy
• May Tanna - Britax
• Philip Pinnell – Scratch
• Richard Fitzmaurice – TMF Group
• Sarah Pajak – Coca Cola

Marketing leader of the year

See the nominees

Financial director’s prize

• Stephens Scown LLP – Employee Engagement
• Notcutts Garden Centre Group – Sage: Growing Customer Value
• Telefonica O2 UK – Priority Moments
• Ocean Outdoor – Ocean: The Art of Outdoor

So what does it take to win?

Take a look at the 2013 winners to find out.