Thirteen entries have been shortlisted as finalists for the awards, which will recognise work that ran in the UK between 1 April 2014 and 30 September 2015.
Adam & Eve/DDB was shortlisted twice for its 2014 Christmas campaign for John Lewis ("Monty the penguin") and for Volkwagen Commercial Vehicles.
Wieden & Kennedy also received two finalist entries for Three and Lurpak.
Other shortlisted agencies are Abbott Mead Vickers BBDO, J Walter Thompson, Leo Burnett and TBWA\London.
Being a finalist also earns points for the Effie Effectiveness Index, the annual global ranking of marketing communications effectiveness for agencies, holding companies and brands.
Alistair Macrow, the senior vice president, chief marketing officer for McDonald's UK, is the jury chair for the 2016 Effie UK awards.
He said: "I would like to congratulate all the finalists on this incredible achievement. Feedback from the jury members has been overwhelmingly positive, with a number of cases setting the benchmark for effectiveness."
The winners will be announced at an awards ceremony in London on 19 May.