Scott F. Sherman

Sherman, Scott

Associate Professor, Director of Accreditation and Assessment and Coordinator of the Undergraduate Advertising Sequence
(804) 828-2660

A.D., Northwest Mississippi Junior College
B.S., James Madison University
M.A., Syracuse University

Office: 2203C

Personal website:

Scott Sherman is an associate professor and the advertising sequence coordinator for the Richard T. Robertson School of Media and Culture. He also serves as Director of Accreditation and Assessment. He holds a Master’s degree in Advertising Design from Syracuse University, a Bachelor’s degree from James Madison University, and also an Associate degree in Business Administration from JMU.

He has been working in advertising for 20 years. For most of his career, he has worked in the creative department of two Richmond advertising agencies. At these agencies, he applied his knowledge in guiding strategic creative and design.

Still active in the advertising industry, Sherman works with several accounts on strategic design projects. He serves on the board of Seven Hills School, an independent, non-profit, middle school in Richmond’s Edgehill neighborhood, where he chairs their Marketing Committee. He is also the former board member of the Richmond Ad Club.

Recent publications of Sherman’s work include a book chapter called “Conversational Media.”  In his publication, Sherman shows how to use web 2.0 philosophies to build brands by inspiring consumer conversations about brands. Sherman has also conducted research on the design of wine labels and their impact on consumer behavior. This research was presented at an American Marketing Association conference and published in the Journal of Wine Business Research. Today, Sherman is the Review Editor of Journalism Studies, an international academic journal.

Sherman’s strengths are in brand communications, and he brings expertise in developing insightful strategies, in generating creative solutions and creating change through communications.

More importantly, Sherman uses sunscreen regularly and enjoys funny jokes.