CHICAGO—Cotton Council International, the international division of the National Cotton Council of America, has named Golin/Harris International its public relations agency of record to support Cotton USA, its export promotions program.
The objective of the CCI’s Cotton USA program is to build preference for U.S. cotton fiber and manufactured cotton products in markets around the world. Golin/Harris will develop and implement a global public relations and branding strategy, which will be consistent but localized, and designed to increase recognition and appreciation for U.S. cotton and the Cotton USA Mark among consumers.
Golin/Harris partnered with its brand strategy and design company, Springpoint, and with several affiliates to pitch and win the business.
“Adding public relations to our marketing mix was a big decision for CCI,” said Drayton Mayers, director of industry services for Cotton Council International.  “Our two stage RFP process was key in helping us review the people and creativity of the world’s best public relations agencies. We are excited about working with Golin/Harris. Its approach, creativity and strategic counsel, and importantly, its corporate culture, are a perfect fit for CCI.”
Said Ellen Ryan Mardiks, worldwide director of marketing and brand strategy for Golin/Harris, and account leader for CCI, “This is a complex business. Our job will be to sort through the complexity to discover the universal truths about Cotton USA that will make the brand real and relevant to the Cotton Council’s target audiences in international markets.”