Florida Gators Go With Georgia Shop

ATLANTA The University of Florida has selected Fletcher Martin to provide the school’s advertising following a review, the shop said.

The university selected the MDC Partners shop in Atlanta from 17 agencies that competed for the account, all but two of them in Florida. There was no incumbent. This is the first time the university has hired an outside agency to provide general branding for the school.

FM will create and produce broadcast and print ads for the Gainesville, Fla., school, in addition to helping the institution develop its public relations, market research, media planning, Internet and other communications programs.

The first work will launch next month when the university’s football team, the Gators, begins playing its games. Television ads will air during the school’s games, and print ads will be placed in the programs at the games.

FM CEO Andy Fletcher is a 1979 graduate of the University of Florida and has been on the school’s Department of Advertising Advisory Council for the past year. The shop has hired students in the past as interns and employees.

“Everyone in the agency business has a dream client and the University of Florida has been mine,” Fletcher said.

Billings were not disclosed.