Urich named Worick Visiting Professor in Market Research

Tuesday, December 12, 2023 - 4:45pm

The UNL College of Journalism and Mass Communications announces the appointment of Jen Urich, CEO and founder of Sparrow Strategy, as the Worick Visiting Professor in Market Research for the spring 2024 semester. Sparrow Strategy is a strategic marketing consulting firm located in Portland, Oregon. This will be Urich's second consecutive year in this prestigious role, having previously served in 2023.  

Urich's distinguished 35-year career encompasses a variety of roles, including management consulting at Bain + Company, volunteering with the U.S. Peace Corps in the Philippines, marketing with Cummins Engine in Latin America and advertising with prominent agencies such as J. Walter Thompson/Mexico, Crispin, Porter and Bogusky, The Community and Wieden+Kennedy 

A Yale University alumna, Urich holds a bachelor’s degree in economics and political science and a master’s degree in public and private management. She notably served as the director of account planning at J. Walter Thompson in Mexico City, where she led strategy for Kellog de Mexico. Urich's tenure at Wieden & Kennedy as the interim group planning director included her directing strategy for major accounts like Miller Beer, Nike Asia-Pacific and Nike Mexico. Following her time there, Urich embarked on a freelance career, culminating in establishing Sparrow Strategy in 2011.  

The Worick Visiting Professorship, established by Dick Worick, a University of Nebraska-Lincoln alumnus, aims to bring distinguished professionals to the campus. Worick, a graduate in advertising with minors in marketing and English, started his career at Bailey Lauerman before purchasing Midwest Survey in 1994, transforming it into The MSR Group, a leading market research firm. Worick retired in 2020.   

"We are deeply appreciative of Dick Worick's generous establishment of the Worick Visiting Professorship," said Shari Veil, dean of the UNL College of Journalism and Mass Communications. "His commitment to education and vision in fostering industry-academia collaboration have profoundly enriched our programs. This professorship honors his legacy and continues to inspire and empower future generations in market research and advertising."   

As the Worick Visiting Professor, Urich will engage with students in the National Student Advertising Competition and the senior advertising and public relations capstone course, Campaigns. Her appointment offers students an opportunity to gain insights from a leader renowned for her expertise in market research and advertising strategy. She will visit the UNL campus from Feb. 8-15, and work with students remotely throughout the spring semester.  

"Having Jen Urich support our team is a game-changer," said Brian Hubbard, assistant professor of practice and faculty advisor to the NSAC team. "Her extensive experience and deep insights into market research and advertising strategy will offer our students an invaluable real-world perspective."   

The Worick Visiting Professorship was established in 2015 at the University of Nebraska Foundation to benefit the UNL College of Journalism and Mass Communications.   

Jen Urich, CEO and founder of Sparrow Strategy
Jen Urich, CEO and founder of Sparrow Strategy