Her research on creative brand communications has been published in leading academic journals such as the Journal of Advertising, Journal of Advertising Research, and Journal of Brand Management, and she is one of the forerunners of the so-called "Stockholm School of Creativity." Sara is passionate about bridging the gap between marketing academy and practice. She is frequently invited to speak at academic institutions, industry seminars, and company get-togethers, and a popular columnist in Sweden’s leading advertising industry newspaper.