Cotton Incorporated names Gale US creative agency

Cotton Incorporated, the trade association for American cotton growers and importers, has hired Gale as its U.S. creative agency of record following a closed review that began in July. Gale will be responsible for Cotton’s overall marketing and creative strategy, and initial work is expected to launch this coming spring. The review was handled by Joanne Davis Consulting. See all of Ad Age’s Breakout Brand Leaders here “We met outstanding agencies and talented individuals throughout the rigorous review process,” Kim Kitchings, senior VP of consumer marketing at Cotton Incorporated said in a statement. “Our decision came down to Gale‘s strategic insights and approach to build awareness, preference and to strengthen purchase intent for Cotton.” Cotton Incorporated spent $19.4 million on U.S.-measured media in 2022, according to Vivvix, including paid social data from Pathmatics. It spent $18.9 million in 2021. The account had been handled by DDB NY (now Adam&EveDDB) for nearly two decades. The account review was announced shortly after news broke of the merger between DDB New York and Omnicom sibling agency Adam&Eve NYC. “We’ve had a solid, almost 20-year relationship with Adam&EveDDB (formerly DDB), and together we’ve produced successful work,” Kitchings said at the start of the review. “At this time, we have a responsibility to our stakeholders to review the business.” Adam&EveDDB pitched to retain the account, according to Cotton Incorporated. "We have been grateful for our long-standing relationship with Cotton, Inc. and wish them the very best as we both focus on the future and move forward on separate paths,” Adam&EveDDB CEO Caroline Winterton said in a statement to Ad Age. In April, Johnson & Johnson launched a U.S. creative review for Aveeno and Neutrogena, both DDB clients. The agency also lost its Aflac and Persil ProClean business in 2022. “We were happy and honored to help the iconic Cotton brand and the marketing team with their first agency review in nearly 20 years,” said Joanne Davis, president of Joanne Davis Consulting.

Cotton Incorporated names Gale US creative agency

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