NEW YORK After 30 years with Ogilvy & Mather, trade organization Cotton Inc. has parted with the WPP Group shop and has awarded creative chores on its $20 million ad account to Omnicom Group's DDB, a representative for the client has confirmed.
Ogilvy defended in a review that included finalists Publicis Groupe's Publicis and Interpublic Group's Lowe. All four contenders pitched out of their New York offices. Select Resources International of West Hollywood, Calif., was the consultant on the review.
The agency search stemmed from the client's decision to reassess its advertising in the face of a changes in the marketplace, a Cotton rep said. Meanwhile, the cotton industry is faced with growing controversy over Congressional subsidies and the numerous economic and trade pressures, sources said.
"The fabric of our lives" has been used as a tagline in commercials from Ogilvy for more than a decade.
DDB is tasked with developing TV, print and online efforts, as well as sales promotions, the client representative said.
In a statement, J. Berrye Worsham, Cotton Inc.'s president and chief executive, said, "What tipped the balance was DDB's creative insight into a key target market for cotton: women 18 to 34. They clearly understand the versatility of this consumer, her lifestyle and the media we need to use in a rapidly changing marketplace."
WPP's Mindshare continues to handle the client's media chores, which were not in play.
Cotton Inc. spent mpre than $15 million on ads in the first six months of 2003, according to Nielsen Monitor-Plus.