Cotton Council plumps for two PR agencies

Cotton Council International, the marketing arm of the US cotton industry, has handed its European communications account jointly to the DMB&B Group and GCI.

Cotton Council International, the marketing arm of the US cotton

industry, has handed its European communications account jointly to the

DMB&B Group and GCI.



The appointments follow the decision by CCI to switch its advertising

budget to a below-the-line communications drive. GCI continues its

six-year relationship with the cotton body, providing trade

communications support and developing contacts with European buyers of

raw cotton.



DMB&B sponsorship specialist Premiere Consulting is planning a series of

traditional American music concerts sponsored by CCI. The group’s PR

outfit Manning Selvage and Lee will run a consumer PR programme in

Italy, Germany and the UK, while sales promotion shop IMP offer sales

promotion support.



The budget for the joint account is thought to be worth around pounds

900,000.



CCI European director, Marsha Powell, said: ’This is the first time we

have looked to major consumer promotions to support us. Rather than have

a modest advertising programme we decided using consumer PR would add

value to our trade mark.’



The US is the largest cotton producer in the world, with dollars 6

billion worth of export business. The CCI is represents all areas of the

industry, from farmers to mills. It receives 75 per cent of its funding

from government and 25 per cent from the industry.



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