The Cotton Council International, a US trade organisation, is
investing pounds 1million in a pan-European campaign to promote
The three-year campaign kicks off this month in Italy, with in-store and
promotional activity, which will be followed up by similar pushes in
Germany and the UK.
Work is being created and implemented by Hicklin Slade & Partners, which
was appointed after an undisclosed five-way pitch. The pitch did not
include incumbent agency Interfocus, which declined to bid for the
HS&P partner Philip Slade said the full aim of the campaign was to
analyse consumers and raise awareness of US cotton as a brand.
'The whole ethos is to protect US jobs and push US exports. Most of the
work will be data and promotions driven,' he added.
The agency is also getting set to launch a new beverage brand from
Britvic Soft Drinks.
The viral launch takes place this month, followed by a mass-market
launch in March. The account is worth pounds 1.5million to the agency
and HS&P will handle above-the-line advertising in style and national