This year's entries are braver than ever. But, come awards night, who will win?
Judging took place across twenty three categories - from Customer Insight to Employee Engagement; and the judges awarded a special prize to the 'Bravest Brand' from among all the entries.
Those judges were, once again, senior marketers, and this year chaired by Syl Saller - Society President and CMO of Diageo.
Our shortlist is detailed below, ordered by category, then brand.
Browse the list, then head to our awards site to book your table and join us on the night.
| Entry name | Category | Brand | Agency |
| ASOS Go Beyond Basic | Brand activation | ASOS.com | |
| #BetterQuestions | Brand activation | EY | Ogilvy & Mather |
| The great debate | Brand activation | IBM | |
| Just Eat - Unsung Superstars | Brand activation | Just Eat | |
| National Safety Council: Stopping Everyday Killers | Brand activation | National Safety Council | Energy BBDO |
| Skittles - Breaking Conventions with Pride | Brand activation | Skittles (wrigley) | adamandeveDDB |
| From boutiques to grocers: How Godiva democratised luxury | Brand extension | Godiva | The&Partnership |
| Oops | Brand extension | O2 | VCCP |
| Robinsons Refresh'd launch | Brand extension | Robinsons, Britvic | |
| Seeing VELUX in a brand new light | Brand extension | VELUX | |
| Glenfiddich - Growth through maverick behaviour | Brand extension | William Grant & Sons | Space & Glenfiddich |
| How Beano became the new social currency for a new generation | Brand revitalisation | Beano Studios | Red Brick Road |
| Coca-Cola Zero Sugar: Brand Revitalisation | Brand revitalisation | Coca-cola | Haygarth |
| Direct Line’s ‘Fixer’ brand reboot | Brand revitalisation | Direct Line Grouup | |
| Getting our Co-op mojo back - East of England Co-op | Brand revitalisation | East of England Co-op | |
| Lloyds Bank: The value of an icon | Brand revitalisation | Lloyds Bank | adamandeveDDB |
| Coca-Cola Gogglebox Partnership | Branded content | Coca-cola | Haygarth |
| Domino's Recovery Channel | Branded content | Domino's | VCCP |
| The Story of Hostelworld's Unexpected Guests | Branded content | Hostelworld | Lucky Generals |
| #SuzukiSaturdays | Branded content | Suzuki | the7stars |
| Totaljobs | Branded content | Totaljobs | VCCP |
| Batman Barges In | Branded content | Warner Brothers | PHD / Channel 4 / The Drum |
| British Gas: Stop, Listen, Learn | Building customer relationships | British Gas | The&Partnership |
| The Dulux Academy | Building customer relationships | Dulux | |
| IAG Cargo FWD.Rewards | Building customer relationships | IAG Cargo | BBH London |
| From promotion to emotion: Landlord legends | Business-to-business marketing | BT Sport Business | AMV BBDO |
| Power is more than keeping the lights on | Business-to-business marketing | Centrica | Earnest |
| #BetterQuestions | Business-to-business marketing | EY | Ogilvy |
| HSBC Belt and Road Initiative | Business-to-business marketing | HSBC | Grey London |
| Profit Ability: How making the case for advertising made the case for TV | Business-to-business marketing | Thinkbox | |
| When 'good enough' isn't good enough | Business-to-business marketing | Thomson Reuters | |
| Shotgun by Direct Line: Understanding young drivers to save lives | Customer insight | Direct Line Group | |
| The Dulux Lifelab | Customer insight | Dulux | |
| A refreshingly honest paper from Oasis | Customer insight | Oasis | The Corner London |
| When The Fun Stops, Stop | Customer insight | The Senet Group | The Corner London |
| Tested in Life to help you get it right | Employee engagement | Currys PC World | |
| International Volunteering Week 2017: Re-engaging our people with social & environmental action | Employee engagement | O2 | |
| TUI Rebrand - The Internal Communications Challenge | Employee engagement | TUI | |
| Bridgestone Europe: Chase Your Dream, No Matter What. | Global brand marketing | Bridgestone | WeAreFearless |
| Changing The World’s Oral Health By Thinking Outside The Box | Global brand marketing | Corsodyl, GSK | |
| Feeding the good dogs bring to our lives | Global brand marketing | Pedigree | AMV BBDO |
| Shell Rimula/Rotella Real Destinations Campaign | Global brand marketing | Shell International | |
| Toyota Hybrid: Not A Moment To Lose | Global brand marketing | Toyota | The&Partnership |
| Vodafone Global Brand Relaunch - Ready? | Global brand marketing | Vodafone | Santo |
| The Evolution of Marina Bay Sands’ brand campaigns- the Never Settle, MBS Films & Come Alive | Long-term marketing excellence | Marina Bay sands | |
| Myths, misinformation and McDonald's - how fortune favours the brave | Long-term marketing excellence | McDonalds | Leo Burnett |
| Shell 'Go Well' CRM | Long-term marketing excellence | Shell | Wunderman |
| Monkey Shoulder | Long-term marketing excellence | William Grant & Sons | ACA Live |
| Beauty and Brains: inventing a new chapter of Vorsprung durch Technik | Marketing communications | Audi | BBH London |
| This is what happens when whores and pimps become marketers | Marketing communications | Bodyform/Libresse (Essity) | AMV BBDO |
| McDonald's: Saying no to Frappa-cappa-almond-chinos. | Marketing communications | McDonalds | |
| The Court is Yours | Marketing communications | Nature Valley | Space |
| One small act. One big outcome. | Marketing communications | Time to Change / Ogilvy | |
| Making Yorkshire Tea Proper Successful | Marketing communications | Yorkshire Tea | Lucky Generals |
| Boxt | New brand | BOXT (home heating) | Zone |
| BURST, sonic oral care for everyone | New brand | BURST | ico Design Partners |
| Kielder Waterside | New brand | Kielder Walter & Forest Park, Northumbrian Water | |
| Off the Eaten Path | New brand | Sainsburys / PepsiCO | i2C |
| Snatch - Life Is For The Taking | New brand | Snatch | Lucky Generals |
| If you can't beat 'em, join 'em: How Vodafone Rebelled From Inside the System to Launch a New Brand | New brand | Vodafone | Ogilvy & Mather |
| Girlguiding - Know Your Place Campaign | Not-for-profit marketing | Girlguiding | |
| Kids are Tougher than the Streets - Off the Street Club | Not-for-profit marketing | Energy BBDO | |
| National Safety Council: Stopping Everyday Killers | Not-for-profit marketing | National Safety Council | Energy BBDO |
| Change Your Summer | Not-for-profit marketing | The National Citizen Service | Ogilvy & Mather |
| Everybody can save a life, Scottish Government - organ donation | Not-for-profit marketing | ||
| Project Gaurdian | Partnering for good | British Transport Police, Met Police and City of London Police | VCCP |
| Connected Conservation | Partnering for good | Dimension Data | |
| Headbomz: Resetting the conversation, about conversation | Partnering for good | Vodafone & Childline | Grey |
| Using Purpose to Revolutionise the Category from the Inside Out | Purpose driven brands | ASOS | |
| Barclays Digital Safety campaign | Purpose driven brands | Barclays | BBH London |
| This is what happens when whores and pimps become marketers | Purpose driven brands | Bodyform/Libresse (Essity) | AMV BBDO |
| A beacon of light in the dark | Purpose driven brands | Guinness | AMV BBDO |
| Heart Immigration | Purpose driven brands | Jigsaw | The Corner London |
| Making the Unmentionable Unforgettable | Purpose driven brands | Unforgettable | Core Purpose Ltd |
| Advertising the Regulators: Mass Awareness with Minimal Money | Selling on a shoestring | Advertising Standards Authority | AMV BBDO |
| Karma Club | Selling on a shoestring | Karma Group | Bamboo |
| KFC - Filthy results at dirt cheap prices | Selling on a shoestring | KFC | BBH London |
| Organic: From niche to mainstream | Selling on a shoestring | Organic Trade Board / Sainsbury | i2C |
| Wanted; Style Seekers | Selling on a shoestring | Style Seekers | Isobel |
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