GUANGZHOU—Ruder Finn China has been selected as the agency of record for Cotton Incorporated and Cotton Council International to promote their co-sponsored 2009 consumer public relations campaign in China. Ruder Finn China was selected from a group of agencies that submitted proposals to a committee consisting of CI and CCI representatives based in the U.S. and China. The firm’s Guangzhou office will be responsible for the national coordination of the project, with support from other Ruder Finn offices in China.
“The Ruder Finn team demonstrated a deep understanding of our program. Its plan is fresh and creative with an excellent understanding of the Internet and e-PR, which is so vital to any public relations program today” says Ric Hendee, vice president of marketing service for Cotton Incorporated. “China is an important country for cotton in view of its number one consumer population. We started an active campaign to develop excitement around cotton and cotton products in China in 2006, and we are now ready to leverage more communication tools and cooperate with more designers, celebrities and the trade to escalate our success.”
This is the fourth year of the Cotton: Beyond Your Imagination campaign, which strives to educate the public on the benefits and fashionability of cotton in clothing, for the family, and in the home, and to increase Chinese consumers’ awareness of and preference for cotton.