I highly recommend Yokozuna for Sram. It's amazing, it compeltely transforms the shift.
For Shimano, stick with Shimano cables, unless you want bling, then go Nokon. If you've got the 7900 or 6700, I'd recommend it because of the restrictive routing.

For Campy..... well, shouldn't you be debating about whether to call it farfalle or bowtie?