Cotton Council International Selects H+K as Global Communications Partner for Sustainability
September 23 2019 - 9:00AM
Business Wire
Cotton Council International (CCI) has appointed Hill+Knowlton
Strategies (H+K) as its global communications partner. H+K will
establish the U.S. Cotton Trust Protocol and communicate U.S.
cotton’s sustainability credentials on a global scale.
Bruce Atherley, CCI Executive Director, said, “The entire
selection committee was overwhelmingly impressed by H+K’s
thoroughness and attention to detail. From spending time with
growers, brands and the influencer community, they truly
demonstrated their understanding of the industry, their expertise
in establishing a new voluntary standard and most importantly how
to engage brands and retailers.”
H+K’s distinctive approach combined data and analytics with
behavioural science to help CCI identify and prioritize potential
partners and a creative communications strategy that engaged a
broad spectrum of stakeholders creating awareness, adoption and
advocacy for the voluntary standard.
“What really excited us about this brief was the complexity of
the challenge. The cotton supply chain is complicated and there are
multiple standards,” said Sam Lythgoe, Global Chief Business
Development Officer. “As an agency, we never shrink from a
challenge and brought together experts from around the globe in
public policy, retail, brand building, sustainability as well as
media and stakeholder engagement. Together we shaped a response
that proposed unexpected approaches to drive awareness and
adoption. We can’t wait to get started.”
H+K won the competitive brief against 12 starting agencies, in a
process coordinated by Joanne Davis Consulting. The three-year
partnership will begin effective October 1. The business will be
led by Sam Lythgoe.
H+K has offices in more than 40 countries worldwide, delivering
award winning campaigns to clients across all sectors and
disciplines and with a focus on continued innovation for the
industry.
CCI is the export promotion arm of the National Cotton Council
responsible for the promotion of U.S. grown cotton and value-added
cotton products around the world in order to drive U.S.
exports.
About Cotton Council International
Cotton Council International (CCI) is a non-profit trade
association that promotes U.S. cotton fiber and manufactured cotton
products around the globe with our COTTON USA™ Mark. Our reach
extends to more than 50 countries through 20 offices around the
world. With more than 60 years of experience, CCI’s mission is to
make U.S. cotton the preferred fiber for mills/manufacturers,
brands/retailers and consumers, commanding a value-added premium
that delivers profitability across the U.S. cotton industry and
drives export growth of fiber, yarn and other cotton products. For
more information, visit www.cottonusa.org.
About Hill+Knowlton Strategies
Hill+Knowlton Strategies, Inc. is an international
communications consultancy, providing services to local,
multinational and global clients. The firm is headquartered in New
York, with over 80 offices in more than 40 markets, as well as an
extensive associate network. The agency is part of WPP, one of the
world's largest communications services groups.
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version on businesswire.com: https://www.businesswire.com/news/home/20190923005515/en/
CCI: Marjory Walker mwalker@cotton.org or Jenn Sarter
jsarter@cotton.org H+K: Jason Stanford
Jason.Stanford@hkstrategies.com or Megan Jackson
Megan.Jackson@hkstrategies.com Joanne Davis Consulting:
joanne@joannedavisconsulting.com
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