Phillip Morris hired Burnett, a former reporter who started his own Chicago agency in 1935, to take on the task of giving Marlboro a rough and tough image. And what could be more masculine than a cowboy?
Apparently, America agreed. In 1955, the year the Marlboro Man campaign debuted, sales of Malboro hit $5 billion -- a 3,241% increase over 1954's sales.
NEXT: Bill Bernbach