Michael Andreasen had a simple and straightforward message to former University Relations staff members as he welcomed them Thursday morning under the new University Advancement umbrella.

"We serve the purpose of the academy; we take our directions from the academy," said Andreasen, the University of Oregon vice president who previously headed University Development and now leads University Advancement – a consolidation of University Relations and Development.

The "academy," in this case, is UO faculty and the university's overall academic mission. Andreasen's point was that in everything from fund-raising to government relations to brand management, each action should contribute to the university's ability to provide world class educational opportunities for its students.

President Michael Gottfredson asked Andreasen to oversee the combined University Advancement functions of the UO following the resignation earlier this month of Michael Redding, who served as vice president for University Relations.