The 32 finalists, which have survived an exacting judging process that began with 130 brands, will go forward to the awards ceremony, when they will be announced as winners and highly commended entries in 12 categories. Of the winners, one will be named as the overall winner, for Outstanding Marketing Achievement.

The Marketing Society Awards, held in association with Marketing, are the benchmark for marketing excellence in the UK. The eventual winners will have triumphed in a rigorous two-stage judging process by a senior-level judging panel comprising some of the top names in the industry and chaired by John Sunderland, chief executive of Cadbury Schweppes.

Chris Thomas (chief executive of Lowe Lintas), who is also chairman of The Marketing Society Awards, pointed to the number of blue-chip businesses and brands to have entered this year as evidence that the uncompromising judging criteria meant the awards had become highly sought after. " All those that have made it to the finalist stage deserve credit for beating some high-calibre competition. Those that go on to win in their categories will know they have achieved a level of excellence that will benefit their own businesses – and ultimately the marketing industry as a whole."

Even at shortlist stage, the awards, which are designed to reward marketing effectiveness rather than pure advertising creativity, have highlighted some of the most innovative strategies of the past year.

This year’s finalists include some of the most exciting brand developments of the past twelve months. Levi’s, which managed to halt a decline in the denim market by introducing its Engineered Jeans, sits on the shortlist alongside Quality Street, which repositioned and repackaged, and Metro Newspaper, which launched to critical acclaim. Internet brands Cahoot, Asserta Home and Self Trade are also represented across the categories. Internationally, Guinness Ireland, Shell and UDV’s Johnnie Walker whisky make an appearance. The categories have been further refined this year, and for the first time include awards for business-to-business and for corporate citizenship.

For further information, visit marketing-society.org.uk