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The agencies, which scooped the Grand Prix and three category wins respectively in 2015, have three shortlisted entries each this time.

Manning Gottlieb OMD and the7stars are close behind, both with two nominations. Manning Gottlieb OMD has been shortlisted 14 times and has won seven TV Planning Awards since 2012, while the7stars has won once in that time.

The awards, which recognise and celebrate the best in TV planning, will be announced at an afternoon ceremony at One Marylebone in London on 30 June.  Last year’s Grand Prix went to PHD and Drum, for The Lego Movie ad break campaign for Warner Bros.

Tess Alps, the chair of judges and Thinkbox chair, described this as a "stellar year" for entries: "TV’s palette was put to great use, with a particular trend towards collaborations between broadcasters, their on-screen talent and advertisers," she said. "The shortlisted papers are all winners.  All we have to do now is choose the crème de la crème."

The 17 judges include: Alex Lewis, the vice president and director of marketing at Warner Bros; Bobi Carley, the UK commercial director at Disney; Ian Cairns, the head of marketing communications and brand at Easyjet; and Sarah Mansfield, the vice president, global media Europe and Americas, at Unilever.

The entries' TV activity must have taken place within the calendar year January to December 2015. It must have run on either side of that period for the "Best ongoing use" category.

The Thinkbox TV Planning Awards shortlist 2016:

Best use of TV innovation

• Home for Lottoland: "Let the big games begin!"

• MediaCom for Universal Music: "The world's first interactive, viewer controlled TV ad"

• PHD for Expedia: "Location, location, location"

Best newcomer to TV

• Havas Media for Valspar: "Valspar Paints UK Launch"

• MediaCom for Nuffield Health: "Small victories"

• PHD for Purplebricks: "Making TV our home"

• The7Stars for Habitat: "Voyeurism"

Best ongoing use of TV

• Goodstuff for House of Fraser: "How House of Fraser became a diva to get to Christmas Number One"

• Manning Gottlieb OMD for John Lewis: "2011-2015"

• UM Birmingham for Gtech: "Don’t stop me now… the story so far"

Best use of sponsorship and content

• The7stars for Gumtree: "Gumtree sponsors Celebrity Big Brother"

• MediaCom for Bosch: "how a TV partnership enabled change"

• OMD for McDonald's: "McCafé Moments"

• Vizeum for Budweiser: "Budweiser Dream Goal: a new media platform with Sky"

Best use of TV AND…

• Carat for Guinness: "Guinness Rugby World Cup Moments of Magic"

• M2M for Alzheimer's Society: "How TV unlocked the power of memory for Alzheimer’s Society"

• Manning Gottlieb OMD for Age UK: "Telling the real story of Christmas to tackle loneliness"

• PHD and Abbott Mead Vickers BBDO for Sainsbury’s: "Christmas is for sharing"