• by Steve McClellan  @mp_mcclellan, August 3, 2016

Cotton Council International (CCI), the overseas promotion arm of the National Cotton Council of America, has appointed Cramer-Krasselt as its new agency following a review. 

Chicago-based C-K will lead the organization’s global brand marketing and communications effective immediately. CCI typically spends between $8 million and $12 million on ads annually. 

AR New York was the incumbent. 

Bruce Atherley, executive director of CCI, said: “It’s an important time in our organization’s history to add an expert agency partner to help us communicate the benefits of U.S. cotton to our audiences from a center out approach. Our decision was based on our confidence in the quality of the team, business orientation, strategic insights and creativity. We look forward to our new partnership with C-K to help CCI with our mission to support the export marketing of U.S. cotton.”

In April 2016, CCI retained Joanne Davis Consulting to assist in the agency review process. The search culminated in late July.

CCI's mission is to increase exports of U.S. cotton fiber, manufactured cotton products, as well as cottonseed and its by-products. CCI has 20 offices in 18 countries and covers more than 50 countries.