Industry veteran to help lead student strategic communication agency

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The University of Florida's College of Journalism and Communications has named 30-year industry veteran Robert Norberg as director of strategy and research at The Agency, effective immediately, Dean Diane McFarlin announced.

Led by professionals, staffed by students and inspired by faculty, The Agency is an integrated, strategic communication firm housed in the University of Florida's College of Journalism and Communications. It offers immersive learning experiences to public relations and advertising students providing them with the competitive advantage necessary to excel in the job market while benefitting from the mentorship and guidance of industry professionals. Built on a foundation of research called the Millennial Research Core, The Agency specializes in marketing to the Millennial generation.

"Bob Norberg is a welcome addition to the professional leadership of The Agency," said McFarlin.  "He has the background and skill to help fulfill The Agency's mission to offer students immersive learning opportunities while providing inspired and informed campaigns for clients."

Norberg, a University of Florida alumni, has been a visiting professional at The Agency since June.  Most recently he led Economic and Market Research Associates, a consultancy that advises public and private sector clients on economic and market issues.  Previously he served as deputy executive director of research and operations at the Florida Department of Citrus (FDOC), where he had oversight of the Commission's Economic and Market Research and Scientific Research Departments. In this role he led the creation of the Citrus Research and Development Foundation. Previous jobs included senior vice president, commodities at Pasco Beverage Company, vice president, procurement at Vitality Beverages and director of planning and procurement at Lykes Pasco.

Reporting to Executive Director Andy Hopson, Norberg will lead The Agency's strategy and research initiatives, counseling clients, guiding student team members and collaborating with faculty.  Working with The Agency's strategic partner, C+R Research, Norberg will focus on developing and implementing the Millennial Research Core (MRC).  The key offering of the MRC will be a Millennial Community Panel, scheduled to launch in the fall with approximately 1,000 geographically and demographically representative virtual Millennial members who will participate in various types of market research.

"Being a part of this exciting endeavor is a capstone to my career," said Norberg.  "Building something new, working with clients and collaborating with faculty will be rewarding on multiple levels."

"We became acquainted with Bob as a client while conducting a research assignment for the FDOC," said Hopson.  "We experienced first hand the value of his insights and intelligence as he worked with our team of students and faculty to execute an extremely complicated undertaking." 

Norberg earned his bachelor's degree in agriculture from the University of Florida in 1980 and a master's degree in food and resource economics in 1982. He has maintained strong ties to the university through relationships with the Institute of Food and Agricultural Sciences (IFAS).  He has a daughter currently enrolled at UF and a son who plans to attend in the near future.

University of Florida, The Agency, Norberg, McFarlin, Hopson, Millennials
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