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Canisius College has named William M. Collins, a former principal and co-founder of the Travers Collins & Co. advertising and public relations firm, as its vice president for institutional advancement.

Canisius said Collins will start Aug. 19, overseeing functions including fund-raising, alumni engagement, marketing, public relations, creative services and website services. In his role as vice president for institutional advancement, he will also serve as the college’s chief development and external relations officer.

“Bill Collins is a consummate professional who brings to Canisius a wealth of experience in public relations, marketing and not for profit leadership in our community,” said Canisius President John J. Hurley, in a statement.

Travers Collins last month was acquired by The Martin Group, a branding and marketing company owned by Tod Martin, a protege of Travers Collins’ founders.