Millennial-focused communication agency at UF signs two major clients

March 3, 2015

A new University of Florida communications firm specializing in millennials has signed two clients: The Florida Department of Citrus and Mexican theme park Experiencias Xcaret.

The Agency, which was officially dedicated on February 24, is part of the University of Florida College of Journalism and Communications. It will provide an immersive learning experience for advertising and public relations students working for real-world clients.

Other clients include University of Florida departments such as the International Center, the Health Science Center and the Department of Mechanical and Aerospace Engineering.

In addition to developing strategies and campaigns, The Agency will develop a nationwide Millennial Research Core — an online panel of thousands of millennials providing insights on topics from social media usage to brand loyalty.

“We are excited to celebrate the dedication of the agency with our friends and alumni,” said UF College of Journalism and Communications Dean Diane McFarlin. “The Agency is already carving out a national niche in millennial marketing. Staffed by an ever-fresh team of UF students on a campus with 50,000 young adults, The Agency is well positioned to help guide the industry on this topic.”

Executive director Andy Hopson brings 30 years of experience leading and integrating industry heavyweights during the transition from traditional media into the digital era, working at agencies including Ruder Finn, Burson-Marsteller, Publicis and Ogilvy, representing such companies as Nestle, Smucker’s, Southwest Airlines, Westin Hotels and the CDC.  He served as President & COO of the EvansGroup from 1993 to 1998, and then served in the same role with Publicis Dialog, launching its U.S. operations after its acquisition of the EvansGroup.

The Agency will use revenue to expand the professional staff and extend offerings for clients and students. 

A week-long recruitment campaign earlier this year garnered almost 300 student applications, which an intensive review process narrowed down to an inaugural staff of 57. Students range from freshmen to graduate students and study public relations, advertising, journalism, telecommunications, psychology, economics and more.

“The college has always made it a priority to bridge the industry and the classroom,” said Ryan Baum, assistant to the executive director, “but now they are tearing down the walls in between. This is a rare opportunity for our students, but even more so for the companies we serve.”