Paul Chong, director of IBM Watson Group, EMEA, will address the New Thinking Awards audience before the ceremony kicks off at 7.30pm.
Are we seeing the dawn of a new era for computing?
Watson is at the forefront of AI and cognitive computing, and is now used in a huge variety of industries, from kitchens to hospitals, with a focus on "accelerating human expertise".
"The desire to connect and interact with computers in a more natural, frictionless way is becoming overwhelming," says Chong. "For this to happen, systems must give value beyond data and just simplified analytics.
"Value must be delivered through insight, knowledge and even reasoning that has remained the preserve of humans. Are we seeing the dawn of a new era for computing?" he adds.
The Marketing New Thinking Awards celebrate brands, agencies and individuals who are making brands fit for the future. Each of the 12 awards categories represents an important story in marketing today.
The winners of the awards will be revealed at Somerset House, on Monday 12 October.
Brands including Oreo, Paddy Power, John Lewis and Sainsbury’s are up for gongs, as are agencies such as R/GA, Adam & Eve/DDB, DigitasLBi and AMV.
The full shortlist
Marketing in the Moment
Game Before The Game by R/GA London for Beats by Dr. Dre
Take Heart by Moreish Marketing for LV= / LV= Retirement Solutions
The Oreo Eclipse by PHD for Mondelez International / Oreo
Shave the Rainforest by Lucky Generals for Paddy Power
‘Sure keeps London moving, even when the tube stops’ by DLKW Lowe for Unilever / Sure
Cultural Shift
Always #LikeAGirl by Leo Burnett London for Procter&Gamble / Always
Flora Pro.Activ by adamandeveDDB for Unilever / Flora Pro.Activ
Rainbow Laces by Lucky Generals for Paddy Power
Save The Children Christmas Jumper Day by adamandeveDDB for Save The Children
Rural Roads by Abbott Mead Vickers BBDO for Department of Transport / Think
The Brand Inside
Abbott Mead Vickers BBDO for SCA
Santander
VCCP for Royal London
Creative Excellence
Sorry I Spent It On Myself by adamandeveDDB for Harvey Nichols
Monty's Christmas by adamandeveDDB for John Lewis
Marmite Neglect by adamandeveDDB for Unilever / Marmite
Missing Type by Engine for NHS Blood and Transplant / National Blood Week
Christmas is for Sharing by Abbott Mead Vickers BBDO for Sainsbury’s
Power of Partnership
ASDA, Gleam Futures and Mums Eye View
Elite: Dangerous and Jellyfish
Liftshare and DigitasLBi
Tech Innovation
Personalised Video for Lending by Barclays
Programmatic Christmas ±±¾©Èü³µpk10 by Infectious Media & John Lewis
Emoji Passcode by 10x for Intelligent Environments
A new approach to Ticketing in London by Transport for London for Contactless
Shell Morro da Mineira by J. Walter Thompson for Royal Dutch Shell / Shell
The Pioneer Inside
Katie Powell / OS
Peter Duffy / easyJet
Outstanding Team
Audi UK
Berwin Leighton Paisner
Brainlabs
Made in Britain
To be announced on the night
Social Branding
Always #LikeAGirl by Leo Burnett London for Procter & Gamble / Always
Christmas Shopper Simulator by 101 for GAME
#getthehintdarling by Atelier for ghd
Real Questions by UM London for General Mills / Häagen-Dazs
Brand Evolution
Always #LikeAGirl: by Leo Burnett London for Procter&Gamble / Always
Re-engineering the Tube's Reputation by M&C Saatchi for Transport for London
Meet the World by Lucky Generals for Web Reservations International / Hostelworld
Data Creativity
Google World Cup by R/GA London for Google
Google Year in Search by R/GA London for Google
Personalised Video for Lending by Barclays
ECB Direct Player Communications by Two Circles for England and Wales Cricket
The Economist by UM London
Finally Proof That Social Ads Work by Vizeum for IKEA
Harnessing the Power of Data by Accenture UK for RBS 6 Nations Championship
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