Or maybe just buy the cables that your shifter manufacturer sells. I recently built a bike from a new frame up for the first time. 105 STI 10 speed shifting and derailleurs. I bought some inexpensive European brand "Teflon" coated cable kits. The reviews seemed OK. I had very intermittent "auto shifting" problems and the brake pull just didn't seem that smooth. Shifting was ok but not as crisp as my 9sp Sora that I had before. After a month I bought a full set of Dura Ace cables for just over $30 shipped. Presto!! No auto-shifting and perfect up and down shifting and the sale price was about what I paid for the not so good ones.
I just did Jagwire on my bike, I love em, but I had crap before So, while Jagwire beats the heck out of crap, I'm not sure how much better or worse it is than Dura-ace. I do know the Jagwire fanboys will make fun of you Dura-ace peeps all day long, but that's the typical fanboy crowd. I like mine, and won't change brands from here on unless I have reason to.
'''96 Litespeed Catalyst, '05 Litespeed Firenze, '06 Litespeed Tuscany, '12 Surly Pacer, All are 3x8,9 or 10. It is hilly around here!
I don't think cables beget the "Campy vs. Shimano" level of debate but. as noted above, I've had excellent results with both Jagwire and Shimano cables so, from a quality standpoint, I have no real preference.
Jagwire does make double ended (Shimano and Campy) shift cables which simplify my inventory since I can use the same cable for any of my bikes and just cut off the unneeded end. This alone makes them the preferred supplier.