Ogilvy leads the way with four finalists, followed by Rapp with two and JWT and AMV with one each.
Ogilvy Worldwide London has been shortlisted for IBM, British Airways and Kern & Sohn, while sister agency Ogilvy & Mather London made it through with a campaign for the Unilever-owned Dove brand.
Rapp secured two spots, for NSPCC ChildLine and Unicef, with JWT and AMV picking up a nomination each for Anti-Slavery International and Mercedes respectively.
The Direct Lions competition was added in 2002 to honour creative direct marketing solutions. Initially planned as a separate event, to take place after the ad festival, it was merged into the main event owing to poor attendance.
The awards cost €478.00 each for UK agencies to enter, while other countries pay €399. The winners will be revealed tomorrow (June 19), the same day as the shortlist for the Cyber Lions digital categories.
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