Word: bleustein
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Dates: during 1968-1968
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Responsible for most, though by no means all, of the eye-catching campaigns is Marcel Bleustein-Blanchet, 61, the freewheeling chairman of Publicis, France's largest private ad agency (billings: $43 million). Bleustein-Blanchet founded Publicis in 1927, gradually expanded the business by piloting his own plane around the country in search of contracts. After World War II, during which he flew for the Free French, he had to rebuild Publicis almost from scratch. In the process, he picked up such major accounts as Shell, Colgate-Palmolive and Renault. He also gave the agency a profitable sideline by opening...
...Bleustein-Blanchet took a tentative step toward sex in an advertising campaign for Rosy brassieres. The original ad showed little more than a woman's torso, with the arms folded discreetly across the chest. But the campaign's success-sales of Rosy bras have increased fivefold-has convinced French admen that frankness can bring in the francs. As a result, their ads have been getting increasingly more daring. A recent Rosy ad, for example, pictures a woman wearing a lacy bra, but otherwise she is bare to well below the navel; partially visible behind...
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