The Agency, a communication firm affiliated with the University of Florida College of Journalism and Communications, took a field trip earlier this month to New York City to visit 15 PR and advertising agencies.

The Agency staffers in NYCThe Agency team members take Manhattan

The Agency student staffers visit Weber ShandwickMeeting at Weber Shandwick

This was part of “The 100 Project,” a goal to make sure 100 percent of The Agency’s student staffers are employed upon graduation.  The Agency is staffed by 100 students who take guidance from faculty advisors and full-time communications pros.

Nineteen team members met with PR heavy hitters Weber Shandwick, Edelman, MSLGROUP, and Prosek Partners, plus ad giants BBDO, Grey, DrogaS, and Publicis Health.

"This trip was a life-changing experience," said Victoria Najmy, Agency team member and student organizer for the trip. "We were able to see the inner workings of large and small agencies and learn from industry professionals about the opportunities available when we graduate."

The Agency specializes in understanding and marketing to millennials (born between 1980 and 1998) using MAVY™, a virtual community of over 1,000 it has built up.  Through quizzes, discussion forums and mobile games, MAVY offers insight to advertisers and marketers on the attitudes, behaviors and preferences of millennials.

The Agency has completed projects for P&G, Best Buy, McDonald’s, BBVA Compass, Infinite Energy, Stein Mart and the Florida Departments of Citrus and Transportation.

"The trip broadened awareness among agency leaders of our innovative approach to marketing to millennials,” said Andy Hopson, The Agency's executive director.