Professional Summary
Dr. Sasser is the 2009 Ronald Collins Research I Distinguished Faculty Award Recipient at Eastern Michigan University. Dr. Sasser joined EMU in 2006, also winning a 2008 College of Business Outstanding Faculty Research Award and the COB Dean’s Summer Research Award in 2007. She has 25 years of global advertising senior management and international consulting experience in Advertising Creativity, Innovation Research and Integrated Marketing Communications. A Michigan native, Dr. Sasser has lived in New York and traveled extensively working for and with international agencies and clients as CEO of Sassco International consultancy, prior to completing her doctoral work and becoming a faculty academic. Over the past 15 years, Sasser has taught courses at Wayne State University, Michigan State University, the University of Waikato, and the University of Michigan in Ann Arbor, receiving fellowships, grants, research, teaching and service awards. She advises the AAF Student Chapter and Adcraft Education Committee, winning excellence awards and is an inaugural Google Faculty Recipient of the GOMC global student program.
Her research has been published in the top journals in her field including several publications in the Journal of Advertising, the Journal of Advertising Research, and the Journal of Consumer Marketing. Dr. Sasser served as Editor for the Journal of Advertising Special Issue on Creativity Research in Advertising in 2008. She also serves on the editorial boards for the International Journal of Advertising and the International Journal of Integrated Marketing Communications and is a frequent reviewer for the Journal of the Academy of Marketing Science, the Journal of Advertising Research, the Journal of Advertising, and the Journal of Modelling in Management. Dr. Sasser's research has been presented and published in scholarly conference proceedings for the American Marketing Association, American Academy of Advertising, Academy of Marketing Science INFORMS, EAA ICORIA, Society for Marketing Advances, EAERCD, Advertising Research Foundation, ABA, ABSEL, EIRASS, International Communication Association, National Communication Association, Ad Age, Big Idea Magazine, Dentsu-Ho Ad Age Asia, Australian Marketing Journal, and the Adcrafter.
Dr. Sasser is an author and editorial contributor in the Advertising Principles and Practice textbook, 8th edition. New Trends in Advertising Research also features an entire refereed chapter of Sasser’s research on politics and creativity. Her global ADCRISP study is underway in London, Paris and Asia with data collection at top ad agencies. The University of Chicago noted Sasser's role in creating the first ever IMC curriculum for global executives at Lintas: University, as participating charter faculty. She advised Wayne State University and the University of Waikato on incorporating creativity, retail, and IMC cognates. Sasser developed and launched the first IMC agency business unit as the youngest Managing Director/Executive Vice President level officer and first female Senior Group Vice President of the second largest worldwide agency network in New York and Detroit for Interpublic's Lintas (later known as Lowe) & Campbell-Ewald. BBDO recruited her to work in the New York and Detroit offices on IMC DAS initiatives and new business strategy. Her clients have included: McCann, Y & R, IBM, Unilever, Sara Lee, J&J, 3M, Hanes, Nestle, Coca-Cola, Planters, Nabisco, L'eggs, L'Oreal, P&G, GM, DCX, GE, McDonalds, AGT, Kmart, Digital Image, Deutsche Telekom, Detemedia, NAA, NAPC, DIA, and MDM/US Military D.O.D.
MKTG368 Marketing Strategy
MKTG369 Advertising
MKTG474 Promotional Strategy
MKTG525 Global Marketing
IMC 605Creative Message Strategy
IMC 606 Multi Channel Media I
Dr. Sheila Sasser teaches undergraduate and graduate courses in advertising, creativity, media, strategy, promotion, sports marketing, and integrated marketing communications.
Selected Publications
Sasser, Sheila & Scott Koslow (2008). Desperately Seeking Advertising Creativity & Innovation: Engaging An Imaginative 3P’s Research Agenda, Journal of Advertising.
Sasser, Sheila L. (2008), Creating Passion to Engage versus Enrage Critical Consumer Co-creators with Agency Co-conspirators, Yes it can Work! Commentary: Misplaced Marketing, Journal of Consumer Marketing.
Sasser, Sheila, Scott Koslow & Ed Riordan (2007) Creative and Interactive Media Use by Agencies: Engaging an IMC Media Palette for Implementing Advertising Campaigns, Journal of Advertising Research.
Koslow, Scott, Sheila L. Sasser & Edward A. Riordan (2006) Do Marketers Get the Advertising They Need or the Advertising they Deserve?: How Clients Impact Creativity in Over 1000 Campaigns. Journal of Advertising. Voted #2 best article of the year award by AAA peers).
Kilgour, Mark, Sheila Sasser & Scott Koslow (2009) Measuring Effects of Creative Advertising:Consensus or Contentious? Academy of Business Administration, Paris, France.
Sasser, Sheila & various co-authors (2009) Presenter of 4 research papers and session chair for Marketing Science INFORMS Annual Conference, Ann Arbor, MI.
Sasser, Sheila L., Russ Merz & Scott Koslow (2008), A Global Creativity Model Emerges: Evolving a Theory and Empirical Framework for the CCI Advertising Co-Creativity Index, International Conference on Research in Advertising, ICORIA, the European Advertising Academy, Antwerp, Belgium.
Sasser, Sheila L. & Scott Koslow (2008), Creative Advertising Development Process: Is Organizational Politics a Recipe for Disaster or a Dysfunctional Antidote? in New Trends in Advertising Research, Chapter 5, SILABO Publishing, Lisbon, Portugal.
Sheila L. Sasser & David Moore (2008) Aroma Driven Craving and Consumer Consumption Impulses, Session 2.4, American Marketing Association Summer Educator Conference, San Diego, California, August 8-11.
Sasser, Sheila L., Sasser (2008) Comparing Marketing Simulations with Marketing Challenges in the Google Online Marketing Competition AdWords, Society for Marketing Advances, Session 14.2, St. Petersburg, Florida, November 4-8
Sheila Sasser & Scott Koslow (2008) Where Have All the Mad Men Gone: Why is Highly Creative Advertising Rejected? American Academy of Advertising, Vermont.
Sasser, Sheila L., Michigan Academic Delegate, Cannes Lions Festival Advertising Creative Awards, Participant in Organic Workshops & Seminars discussing the future of advertising and emerging research in industry, Cannes, France, June 15-21, 2008.
Sasser, Sheila L, and Scott Koslow (2007) Engaging Retail IMC Media Planning for Campaigns, EAERCD European Association for Education and Research in Commercial Distribution Annual Conference, Saarbruecken, Germany.
Sasser, Sheila L. (2007) Editor's Panel on How to Get Published Serving as Editor of the Journal of Advertising Special Issue on Creativity Research in Advertising. AMA American Marketing Association Summer Educators Conference Washington, DC.
Adcraft Club of Detroit (Education Committee, Career Conference Co-Chair, PM Advisor)
American Academy of Advertising
American Advertising Federation (NSAC Student Competition Faculty Advisor)
American Marketing Association (Past officer, Target AMA Newsletter Editor)
Direct Marketing Association of Detroit (Collegiate Advisor to Board & PPEG, AIMS Committee)
European Advertising Association
European Association for Education & Research in Commercial Distribution
Great Lakes Interactive Media Association
International Advertising Association
International Communication Association, (Advisor to Past President) National Communication Association Promotional Products Association International (VIP Professor)
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