MUMBAI: Advertising Club of Bombay has shortlisted 81 entries for Effies 2010, out of the 276 entries it had received.

The awards will be held in Mumbai on 7 November. This year Effie has introduced three new categories and various sub-categories for three of the existing ones. There were nine categories for which the entries were shortlisted. No nominations were shortlisted for the Mobile Advertising category. 

Ogilvy & Mather, the winner of last year’s Agency of the Year award, leads the pack of shortlisted entries with 17 nominations followed by Lowe Lintas with 16 and Mudra Group with 14 entries. Last year’s runner-up agency JWT has got 10 of its entries shortlisted.

“I am happy that Ogilvy has been nominated across categories and for various clients. It shows that Ogilvy is doing a creative work”, Ogilvy & Mather executive chairman and creative director South India Piyush Pandey told Indiantelevision.

Some of the Ogilvy’s shortlisted entries are for Dove, Center fresh, Adidas, Cadbury, Fevicol, Pulsar, Tata Sky, Vodafone and Star Plus

Lowe Lintas entries are for Clinic Plus, Fair and Lovely, Tata Tea, BAJAJ DISCOVER DTS-Si, Idea Cellular, ET NOW and Hindustan Times.

The entries shortlisted for Mudra include Volkswagen, 3 Idiots and The Economic Times.

Apart from these, the other agencies that have been shortlisted are BBDO India with six entries, DRAFTFCB Ulka Advertising with five, Bates 141 with four, Contract Advertising India and CreativelandAsia with 2 nominations each.

McCann Erickson India, Rediffusion Y&R, Dentsu Communications, Publicis Ambience and Grey Worldwide (India) have got one shortlisted entry each.