September 23, NEW YORK – 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 behavioral 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.

For Media Inquiries:


Marjory Walker: 

Jenn Sarter:

Joanne Davis Consulting:

Joanne Davis: 

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

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.

For more information about H+K, click here, follow us on Twitter, like us on Facebook, and follow us on LinkedIn.