US Cotton Council International selects Ruder Finn for PR

The agency is tasked with spearheading CCI's consumer promotion activities and media communications in major cities in China. Its duties include creating and developing a new marketing campaign for online and offline media, major ground events, roadshows and design and production of collaterals.

For the past two years, Ruder Finn has been the agency of record for Cotton Incorporated and CCI in promoting their co-sponsored nationwide campaign 'Cotton - beyond your imagination'. The campaign is aimed at educating the public on the benefits of cotton in clothing.

Their promotion efforts in China have made US cotton the top fiber imported by the country. In 2010, China was the largest export market for US cotton with 30 per cent of all international sales heading there.

Commenting on the win, Karin Malmstrom, director for China, CCI, said that Ruder Finn had demonstrated a high sensitivity for the council's needs during the four-month pitch process. "The team conducted thorough background research and ultimately came up with a very competitive multi-tiered proposal," she said.

Elan Shou, managing director and senior vice-president, Ruder Finn China, said the agency intended to leverage integrated communications both online and off to help CCI reach their objectives in China.