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Sainsbury’s, Sky, Marmite and O2 are among the brands that have entered to demonstrate their campaigns’ payback. 

The awards are sponsored by Thinkbox and supported by WARC.

Neil Dawson, convener of the judges for the 2008 IPA Effectiveness Awards, said: This year's list is spectacularly diverse. Each case is united by a common cause - the ambition to show payback for investment in marketing communications.

As well as being open to all agencies worldwide, the awards’ organisers have accepted entries from advertisers and media owners for the first time. 

An industry panel will decide the shortlist, while a client panel will award the prizes. Prizes will be announced at The Hurlingham Club on 3 November.

The entries are:

Acquisition Crime - Rainey Kelly Campbell Roalfe/Y&R & The Home Office
Audi - Bartle Bogle Hegarty
BBC iPlayer - Rainey Kelly Campbell Roalfe/Y&R
Bonfire Night - Different Advertising - Design & Marketing
Bradesco - Neogamma.BBH
BT - Abbott Mead Vickers BBDO
Cabwise (Transport for London) - WCRS & Mediaedge:cia & Incentivated
Cadbury’s Biscuits - Bartle Bogle Hegarty
Cadbury Dairy Milk - Fallon London and Cadbury UK
Capital One - DDB London
Carex - TBWA\Manchester
Danone Activia - Rainey Kelly Campbell Roalfe/Y&R
Dave - Red Bee Media & UKTV
De Beers - JWT
Dero - Bartle Bogle Hegarty
Direct Payment - Miles Calcraft Briginshaw Duffy
Dove - Ogilvy Advertising & MindShare Media UK
Eurostar - Fallon London
Fairy Liquid - Grey
Fairy Non-Bio - Leo Burnett
Heinz Beanz Snap Pots - McCann Erickson Advertising
Hewlett-Packard Personal Systems Group (PSG) - Goodby, Silverstein & Partners
Iceland - MediaCom North & Iceland Foods
Johnnie Walker - Bartle Bogle Hegarty
KFC - Bartle Bogle Hegarty
Learndirect - Rainey Kelly Campbell Roalfe/Y&R
Lucozade Sport - MediaCom & M&C Saatchi
Lurpak - Wieden & Kennedy
Marmite - DDB London
MasterCard - McCann Erickson Advertising
McCain - Beattie McGuinness Bungay
McDonald’s Eurosaver - Cawley Nea
Morrisons - Delaney Lund Knox Warren & Partners
Motorola - Ogilvy & Mather Beijing
O2 UK - VCCP & Archibald Ingall Stretton
Power of One - Cawley Nea TBWA
Public awareness campaign for helmet wearing - Ogilvy & Mather Vietnam
Radley - DDB London
Road Safety - LyleBailie International
Sainsbury’s - Seven Squared
Sainsbury's Supermarket - Abbott Mead Vickers BBDO
Scottish Government: Teacher recruitment - MediaCom Edinburgh & Newhaven Communications
See, Speak, Surf - WCRS & MediaCom
Thomas Cook - Arena BLM
Toyota Yaris - DraftFCB
Trident - Miles Calcraft Briginshaw Duffy
Virgin Atlantic Airways - Rainey Kelly Campbell Roalfe/Y&R
V-Power - The Marketing Store
Waitrose - Miles Calcraft Briginshaw Duffy
Yorkshire Tourist Board: 'Make Yorkshire Yours' - Smarter Communications