CHICAGO: Golin/Harris International has become agency of record for the Cotton Council International (CCI) after a multinational pitch involving dozens of Golin employees and affiliates on three continents.The CCI, which spends $15 million annually to market US cotton and cotton-product exports, has not had a PR agency of record in the past. Its cotton-promotion program is called "Cotton USA."
The budget is under wraps for now, but with 12 Golin offices and affiliates working on it, the account could reach the high six-figure to seven-figure level.
Eight initial firms were narrowed to Golin, Weber Shandwick Worldwide, and Hill & Knowlton. The three were invited to make presentations to CCI personnel in London, Hong Kong, Tokyo, Bogota, and Washington, DC. H&K decided not to take part in the international road show.
Golin "had amazing listening skills, and they very quickly came up to speed,
said Drayton Mayers, director of industry services for the CCI.
Ellen Ryan Mardiks, Golin worldwide director of marketing and brand strategy, assigned regional leaders and country leaders for the pitch. "The presentations weren't cookie-cutter; we looked at the local markets and talked about those,
she said. "It's critical that local distinctions always be known."