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The NatMag 100 Award, which forms part of the publisher's 100th birthday celebrations, invited agencies to devise the most innovative and creative ad campaign for an individual brand. The agencies had to utilise a combination of the publisher's brand portfolio and platforms to target women or men in the UK.

Launched in June, in association with ±±¾©Èü³µpk10 and Media Week, it offers advertisers and agencies the opportunity to win a £250,000 multimedia ad campaign across the entire NatMag portfolio.

The shortlist includes: MediaVest for P&G, Clear Blue; Mindshare for Ford Fiesta; Carat for Nivea; Carat for Debenhams; M2M for Estee Lauder; MEC for Next, and Red C/MediaVest for Marisota.

ZenithOptimedia has been shortlisted for L'Oreal, V&R Flowerbomb; Vizeum for Pure; Manning Gottlieb OMD for John Lewis; and Walker Media for M&S Beauty.

The winner will be announced as part of the NatMag 100 Year Conference to be held at The Saatchi Gallery on 11 October.

Arnaud de Puyfontaine, NatMag chief executive, said: "We are delighted with the number of entries we have received and thank you to our expert panel of judges for selecting 11 outstanding entries.

"The NatMag 100 Award recognises brilliance in multimedia thinking and we are excited to see how the shortlisted agencies have utilised our brands in new and innovative ways."

The judging panel included John Wilshire, head of innovation at PHD; Nigel Sharrocks, chief executive of Aegis; Philippa Brown, chief executive of Omnicom; Jane Ratcliffe, chief executive of Mediacom; Simon Mathews, partner of Polestar Communications, Claire Beale, editor of ±±¾©Èü³µpk10, and Ivor Falvey, group commercial director of Haymarket.