GAINESVILLE, FL—The Florida Department of Citrus and Mexican theme park Experiencias Xcaret have signed on as initial clients for The Agency, a new integrated communication firm— a unit of the University of Florida College of Journalism and Communications providing students with real-world experience—focused on the millennial sector.
Other clients include several 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 for clients, The Agency will be a center for thought leadership through the development of a nationwide Millennial Research Core — an online panel of thousands of millennials that will provide insights on a number of topics including buying habits, social media usage and brand loyalty.
Employees will draw from the experience of Andy Hopson—who has held senior positions at Ruder Finn, Burson-Marsteller, Publicis and Ogilvy—in his role as executive director. Hopson has worked with clients including Nestle, Smucker’s, Southwest Airlines, Westin Hotels and the CDC.
The Agency will use revenue to expand the professional staff and extend offerings for both clients and students.