Jeff Sheets is an Associate Teaching Professor, teaching Advertising in the BYU School of Communications. He is the founder of the BYU Advanced Advertising Lab and was the Director of the Laycock Center for Creativity and Collaboration in the College of Fine Arts and Communication at Brigham Young University.
Sheets’ background is extensive in creative advertising and brand marketing. He worked professionally for Time Inc., Franklin Covey, Deseret Book, and OGIO. He has been a senior brand consultant with agencies working with brands like Nike, Apple, Nintendo, and TaylorMade Golf and others in developing progressive and new branding initiatives. He also consults with non-profit organizations and entities committed to advancing the greater good, such as The Foundation for a Better Life and The Church of Jesus Christ of Latter-day Saints. His expertise lies in creating powerful brand touchpoints through memorable and impactful brand experiences.
Sheets’ came to BYU as an adjunct professor in 2003 and brought the vision of implementing a student-run and professionally mentored ad agency. The vision was to teach students through real-world client projects the art of branding via creative problem solving. The BYU Ad Lab was created by Sheets with fellow Advertising Professor Doug McKinlay. Sheets served as the first Director and has since worked with clients such as: Nike, Amazon, Nestle, Gatorade, Microsoft, General Mills, Taco Bell, Electronic Arts, Beats, Burger King, Volkswagen, Verizon, UNICEF, The Ad Council, and many others. Agency partners include: Wieden + Kennedy, Droga5, TBWA/Chiat/Day, Crispin Porter+ Bogusky, Goodby Silverstein, Anomaly, Ogilvy, McCann Erickson, BBDO, Deutsch, and many others.
Industry mentored awards include: 2011 One Show Entertainment Pencil Winner, the first and only student agency to ever win a Professional Pencil. The One Show Student Competition Young Ones Pencil 2017, 2016, 2015, 2010, 2009, 2008, and multiple Merit Award Winners; American Advertising Federation, National Best in Show 2017, and National Gold ADDY 2009-2017; D&AD London Gold Pencil Winner 2010 and pencil winners 2016, 2017; Art Directors’ Club Cube 2009; Young Guns International Gold Bullet 2009; and the L’Oreal Brandstorm competition: First Place USA 2011, 2008, 2007, and the only team from the USA to ever win First Place in the International Finals 2008.
The BYU Laycock Center for Creative Collaboration was formed in 2011 and Sheets serves as its inaugural Director. In this position, Sheets directed creative projects collaborating with faculty and students across the University, particularly the creative disciplines within the College of Fine Arts and Communication such as film, animation, art, design, music, advertising, public relations, illustration, photography, theater, dance, etc. Projects in the Laycock Center ran the gamut from solving pressing world problems like literacy (Library of Congress), poverty (Poverty Stoplight), education (Kiva), and Diplomacy (United States Department of State), to showcasing the overall creative, artistic, innovative, and collaborative skills of students in the College of Fine Arts and Communications.
Sheets also has served on the Board of Directors for the American Advertising Federation; POPAI, the Global Association for Marketing at Retail; A.R.E., the Association for Retail Environments. He is active in the community and has leadership roles in many other civic and non-profit organizations such as American Heritage School, the UNICEF Tap Project and the Utah Office of Tourism.
He has degrees in Communication/Advertising from BYU and completed a post-graduate program from the University of Utah in Integrated Marketing Communication.
Experiment Upon the Word
Jeff Sheets discusses how he teaches advertising while holding a testimony of the gospel of Jesus Christ. He takes the negative outlook on advertising and shows it in a new light by sharing how faith and works in advertising can become a strength to understanding how the Lord works with us in His model of persuasion. Sheets highlights authentic, real, soul, and accessible as four critical traits in the New Age of Advertising.