Grey London lead the charge with six nominations, four for its "get involved" execution for The Sun and two for Vodafone's "the kiss" work, followed by CHI & Partners, Abbot Mead Vickers BBDO and Wieden & Kennedy, with five shortlisted entries each.
CHI & Partners netted three shortlists for its Samsung works (two for "king of TV city" and one for "charge") and two for "model Britain" for TalkTalk.
Wieden & Kennedy's five nominations included two from its London arm for the "moon walking pony" viral for mobile operator Three.
MJZ London and Sonny London were shortlisted for their Heineken work, "the express" and "the final" respectively, for W&K Amsterdam, while Work London was shortlisted for Heineken "deja vu" for W&K New York.
Of the other UK nominees, 4Creative bagged four shortlisted entries for its "meet the superhumans" on-air promotion for Channel 4's Paralympic coverage, while Adam & Eve/DDB and Ogilvy & Mather both bagged two nominations each.
The remaining UK agencies, each with a single shortlisted entry, are: Havas Worldwide, TBWA, Saatchi & Saatchi, Mother London, Bartle Bogle Hegarty New York (entered by Rattling Stick London), Weapon7, JWT, BBDO New York (entered by The Mill London), and BBH London.