Kasey Windels, Ph.D.
Associate Professor - Department of Advertising
Kasey Windels is an associate professor in the Department of Advertising at the University of Florida College of Journalism and Communications.
Before joining UF in 2018, Windels was an associate professor of digital advertising at Louisiana State University. Prior to LSU, she was an assistant professor at DePaul University.
Her research interests center on the advertising agency itself, with a specific interest on creativity within the advertising agency. One stream of research examines why there are so few women in creative roles within advertising agencies, while another examines the social and environmental factors that influence creativity within the advertising agency. Windels has earned five research awards in her career, including best article of the year for both a journal and a major advertising conference. Further, a statistic from her research on who gets credited for work featured in the Communication Arts Advertising Annual was used to name the 3% Conference, an annual conference dedicated to supporting more female creative leadership in advertising agencies.
Areas of ExpertiseAdvertising Campaign, Research and Strategy, Copywriting, Creative Leadership and Direction, Creative Strategy
Ph.D., University of Texas, Austin
M.A., University of Texas, Austin
B.A., Louisiana State University
- Co-Cultural Communication in the Advertising Industry (May 25, 2023)
- Study: An Examination of the Advertising’s Industry Race and Ethnicity Problem (May 8, 2023)
- Research Fridays: How Advertising Professionals’ Identities Shape Their Experiences (March 23, 2023)
- Female Perspectives in the World of Advertising (October 24, 2022)
- Study: How Gender Identity Can Shape Work Experiences for Women in Advertising Agencies (September 9, 2022)
- All News About Kasey Windels
Refereed Journal Articles
Windels, K., Champlin, S., & Makady, H. (2023). Deferring Gender Equality Until the Next Generation: Evidence of the Persistence of Postfeminist Discourse in Advertising. Feminist Media Studies, 23(1), 1-18. DOI: 10.1080/14680777.2021.1944256
Ibrahim, N., & Windels, K. (Accepted). The Ad Industry’s Race and Ethnicity Problem: Applications and Extensions of Co-Cultural Theory. Journal of Current Issues and Research in Advertising.
Sterbenk, Y., Champlin, S., Windels, K., & Shelton, S. (2022). Is Femvertising the New Greenwashing? Examining Corporate Commitment to Gender Equality. Journal of Business Ethics. DOI: link.springer.com/article/10.1007/s10551-021-04755-x
Mueller, S., DuBosar, E., & Windels, K. (2022). From Below the Glass Ceiling: Female Perspectives in the World of Advertising. Journal of Gender Studies. DOI: 10.1080/09589236.2022.2115020
DeGregorio, F., & Windels, K. (2021). Are Advertising Agency Creatives More Creative Than Anyone Else? An Exploratory Test of Competing Predictions. Journal of Advertising, 50(2), 207-216. DOI: 10.1080/00913367.2020.1799268
Windels, K., & Porter, L. (2020). Examining Consumers’ Recognition of Native and Banner Advertising on News Website Home Pages. Journal of Interactive Advertising, 21(1), 1-16. DOI: 10.1080/15252019.2019.1688737
Windels, K., Champlin, S., Shelton, S., Sterbenk, Y., & Poteet, M. (2020). Selling Feminism: How Female Empowerment Campaigns Employ Postfeminist Discourses. Journal of Advertising, 49(1), 18-33. DOI: 10.1080/00913367.2019.1681035
Stuhlfaut, M. W., & Windels, K. (2019). Altered states: The effects of media and technology on the creative process in advertising agencies. Journal of Marketing Communications, 25(1), 1-27.
Windels, K. (2019). Bridging Academic and Practitioner Theories on How to Communicate Effectively with Men and Women. Qualitative Market Research: An International Journal, 22(3), 325-343.
Champlin, S., Sterbenk, Y., Windels, K., & Poteet, M. (2019). How Brand-Cause Fit Shapes Real-World Advertising Messages: A Qualitative Exploration of ‘Femvertising,’. International Journal of Advertising, 38(8), 1240-1263. DOI: 10.1080/02650487.2019.1615294
Windels, K., Heo, J., Jeong, Y., Porter, L., Jung, A., & Wang, R. (2018). My friend likes this brand: Do ads with social context attract more attention on social networking sites?. Computers in Human Behavior, 84, 420-429.
Windels, K., & Stuhlfaut, M. (2018). New Advertising Agency Roles in the Ever-Expanding Media Landscape. Journal of Current Issues & Research in Advertising, 39(3), 226-243.
Mallia, K. L., & Windels, K. (2017). Female Representation among Advertising's Creative Elite: A Content Analysis of the Communication Arts Advertising Annual. Advertising & Society Quarterly, 18(4).
Windels, K., & Stuhlfaut, M. W. (2017). Teaching Creativity: Experimental Evidence of Three Strategies for Teaching Industry Standards for Creative Excellence. Journal of Advertising Education, 21(1), 13-25.
Windels, K. (2016). Stereotypical or just typical: how do US practitioners view the role and function of gender stereotypes in advertisements?. International Journal of Advertising, 35(5), 864-887.
Chu, S., Windels, K., & Kamal, S. (2016). The influence of self-construal and materialism on social media intensity: a study of China and the United States. International Journal of Advertising, 35(3), 569-588.
Windels, K., & Mallia, K. L. (2015). How being female impacts learning and career growth in advertising creative departments. Employee Relations, 37(1), 122-140.
Stuhlfaut, M. W., & Windels, K. (2015). The creative code: A moderator of divergent thinking in the development of marketing communications. Journal of Marketing Communications, 21(4), 241-259.
Windels, K., & Stuhlfaut, M. W. (2014). Confined creativity: The influence of creative code intensity on risk taking in advertising agencies. Journal of Current Issues & Research in Advertising, 35(2), 147-166.
Windels, K., Mallia, K. L., & Broyles, S. J. (2013). Soft skills: The difference between leading and leaving the advertising industry?. Journal of Advertising Education, 17(2), 17-27.
Mallia, K. L., Windels, K., & Broyles, S. J. (2013). The fire starter and the brand steward: An examination of successful leadership traits for the advertising-agency creative director. Journal of Advertising Research, 53(3), 339-353.
Stuhlfaut, M. W., & Windels, K. (2012). Measuring the organisational impact on creativity: The creative code intensity scale. International Journal of Advertising, 31(4), 795-818.
Windels, K., & Lee, W. (2012). The construction of gender and creativity in advertising creative departments. Gender in Management: An International Journal, 27(8), 502-519.
Windels, K. (2011). What's in a number? Minority status and implications for creative professionals. Creativity research journal, 23(4), 321-329.
Mallia, K. L., & Windels, K. (2011). Will changing media change the world? An exploratory investigation of the impact of digital advertising on opportunities for creative women. Journal of Interactive Advertising, 11(2), 30-44.
Windels, K., Lee, W., & Yeh, Y. (2010). Does the creative boys’ club begin in the classroom?. Journal of Advertising Education, 14(2), 15-24.
Windels examines the advertising industry in her research. She is interested in how agencies can encourage employee creativity, how agencies can develop a more inclusive environment for women and people of color, and how the industry’s current culture and demographic makeup contributes to stereotypical representations in advertisements. Her latest research looks at the new roles and positions advertising agencies have adopted to keep up with a complex and ever-expanding digital media environment.
Syllabi from the current and three previous semesters:
- MMC 6426 - Seminar in Qualitative Research - Fall 2023 (PDF)
- MMC 6466 - Digital Persuasive Communication - Fall 2023 (PDF)
- ADV 3008 - Principles of Advertising - section 10119 - Spring 2023 (PDF)
- ADV 4101 - Copywriting and Visualization - section 10184 - Spring 2023 (PDF)
- ADV 4101 - Copywriting and Visualization - Fall 2022 (PDF)
- MMC 6426 - Seminar in Qualitative Research - Fall 2022 (PDF)
- MMC 6466 - Digital Persuasive Communication - Fall 2022 (PDF)