Dr. Sheila Sasser

Dr. Sheila Sasser

Professor at Eastern MIchigan University & University of Michigan
Ann Arbor, United States

About me

Eastern Michigan University Professor Sheila L. Sasser was distinguished as the Giep Franzen/SWOCC fellow 2015-16 at the University of Amsterdam for her leading edge research in global creativity, culture, digital and social media. During her recent sabbatical, she was a Visiting Professor at Stockholm School of Economics Center for Consumer Marketing 2014-15 and Imperial College London in 2007 and University of Michigan 2013. A tenured Professor of Marketing, International Business and Integrated Marketing Communications at EMU College of Business, she won competitive 2016 Emerald Researcher, 2014 Outstanding Researcher, 2013 Gold Medallion for Service and 2009 Ronald Collins Research I Distinguished Faculty Awards. Dr. Sasser is a European Advertising Academy member and elected officer of the American Academy of Advertising and advisory liaison for the International Cannes Lions Creativity Award Festival. Sheila is an Ogilvy Award Judge for the Advertising Research Foundation in New York, American Advertising Federation Student Chapter Faculty Advisor, Adcraft Club of Detroit Lifetime Member, Former Google AdWords Charter GOMC Coach in addition to her work as a Center for Digital Engagement Steering Committee Advisor. She teaches social media, creative message strategy, multi-channel media, advertising and marketing promotion strategy at EMU COB.

A pioneer scholar innovator in the advertising and academic worlds who created one of the first integrated business units for Interpublic Corporation in New York, Dr. Sasser has worked with Coca Cola, IBM, L’Oreal, Hanes, L’Eggs, Nestle, Unilever, Sara Lee, J&J, Nabisco Planters, 3M at Lintas, McCann and Lowe agencies. While at Campbell Ewald agency in Detroit, Sheila broke through glass ceilings as their youngest female managing director working on several GM client accounts and developing the first diversified IMC services and SPO dealer channel marketing. Her Sassco/Sasscom consultancy evolved as BBDO lured her away from IPG to work on strategy. Coordinating between her BBDO offices in New York and Detroit, she advised Omnicom, Pentacom Media, Diversified Agency Services for Pepsi Cola, M&M Mars, Chrysler and Pizza Hut. Her clients and programs have included McDonalds MDM National Salute to US Military, P&G, General Electric, Black & Decker, Kmart, Digital Image Applied Graphic Technology, Baryshnikov Dance, Universal Olympics IMC, Deutsche Telekom, DIA. She has developed some of the programs that lead to major success in industry.

Also, a very active scholar, Dr. Sasser publishes in Journal of Advertising, Journal of Advertising Research, Creativity Research Journal, Journal of Information Technology Management, International Journal of Corporate Communications, Advances in Advertising Research and Journal of Consumer Marketing. She served as Journal of Advertising Special Issue Editor for Creativity Research in Advertising and sits on editorial boards for Journal of Advertising, Journal of Advertising Research, International Journal of Advertising, International Journal of Integrated Marketing Communication and Global Advances in Business Communication Journal. Dr. Sasser is ad hoc reviewer for Journal of the Academy of Marketing Science, Journal of Consumer Behavior, Asian Journal of Communication, Journal of Modeling Management and Journal of Sales and Promotion Management. She has authored chapters in textbooks, research guides, and theory handbooks used by scholars, doctoral students and practitioners. Dr. Sasser is writing a book about culture and creativity across different global cultures in Scandinavia, the Netherlands, and the Caribbean Spanish regions. Her work has also involved research in the United Kingdom, France, New Zealand and Australia comprising one of the largest ongoing campaign studies worldwide.

Sheila remains active in diplomacy and business, working with consulates and development areas, she has spoken at economic global summits in Istanbul, Turkey and in San Juan, Puerto Rico about creative revitalization and social media. Scholarly conference proceedings and interviews include American Marketing Association, American Academy of Advertising, Academy of Marketing Science, INFORMS Marketing Science, International Conference on Research In Advertising, Society for Marketing Advances, European Association for Education and Research in Commercial Distribution, Advertising Research Foundation, Association for Business Simulation and Experiential Learning, European Institute of Retailing And Services Studies, Naples Forum on Service, International Communication Association, National Communication Association, Academy of Business Administration, Ad Age, Big Idea, Dentsu-Ho Asia, Australian Marketing Journal, and Adcrafter. Most importantly, Dr. Sasser has mentored many rising star executives in the industry impacting innovation at Google, Yahoo, Carat, WPP Group, Publicis, Omnicom, IPG, GM, Chrysler and Ford.

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