Frontier Marketeer, University of Leiden and Business University Nyenrode are working together on a scientific publication, reporting on Frontier Marketeer’s research on 240 successful Effie campaigns. This research discovered several reacurring patterns in campaigns, leading to interesting insights on the role of creativity and strategy within successful campaigns. After data analysis, a number of interesting hypotheses were proven. As we speak, we are reporting the results and hope to publish these later this year. Our aim is to publish in the prestigious Journal of Advertising Research.