Jeff Sheets is the Director of the Laycock Center for Creativity and Collaboration (http://thecenter.byu.edu/) in the College of Fine Arts and Communication at Brigham Young University. He previously served as the Director of the BYU Advanced Advertising Lab (http://byuadlab.com/) and Adjunct Professor of Advertising in the BYU School of Communications for 8 years.
Sheets’ background is extensive in creative advertising, brand marketing, public relations and brand building. He worked as the Marketing Communications Manager at Time Inc. in New York City and later as the Marketing Director at FranklinCovey and Deseret Book in Salt Lake City. He subsequently took a fledgling OGIO brand from a $10 million start up to a $100+ million sporting goods company.
More recently Sheets has been a senior brand consultant with companies 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, Nestle, Gatorade, Holiday Inn, General Mills, Burger King, Electronic Arts, Volkswagen, Black & Decker, Ford Motor Company, Verizon, Fox, UNICEF, The Ad Council, and many others. Agency partners include: Wieden + Kennedy, Crispin Porter+ Bogusky, TBWA/Chiat/Day, Droga5, Goodby Silverstein, Ogilvy, McCann Erickson, JWT, EuroRSCG, Publicis, BBDO, and many others.
Industry 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 Pencil 2008, 2009, 2010 and Merit Award Winners: 2005, 2006, 2007, 2008, 2013; American Advertising Federation, National Gold ADDY 2009, 2010, 2011, 2012, 2013 as well as Best of Show; D&AD London Gold Pencil Winner 2010; Art Directors’ Club Cube 2009; Young Guns International Gold Bullet 2009; and the L’Oreal Brandstorm competition: First Place USA 2007, 2008, 2011, 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, Jeff directs 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 run the gamut from solving pressing world problems like literacy (Library of Congress), poverty (Poverty Stoplight), education (Vittana/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; and the UNICEF Tap Project. He is active in the community and has leadership roles in many other civic and non-profit organizations such as American Heritage School, and is a member of the Utah Office of Tourism Board of Directors.
He has degrees in Communication/Advertising from BYU and completed a post-graduate program from the University of Utah in Integrated Marketing Communication.