Focusing on research and academic goals, the University of Oregon dropped its three-year, $3.4 million contract with marketing agency 160over90 on Wednesday, Jan. 13, according to the Register-Guard.

160over90 reinvented the UO’s website and launched a campaign centered around a value of curiosity, all in a first step to raise the university’s national academic image.

The original campaign budget was $20 million, but at least $15 million of it will be redirected to academic and research focuses, Kyle Henley, vice president of university communications, told the Register-Guard.

UO President Michael Schill urged the University Senate to cut the central administration general fund budget for the fiscal year starting July 1, providing about $3 million to hire over 100 new faculty and 40 doctoral fellows over the next few years.