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Some of the best-loved ad images of the 20th
century have names like Tony, Betty and Ronald. Others, like the Marlboro
Man, may not be as beloved, but grew to have tremendous worldwide impact as
an instant identifier of Philip Morris Co.'s Marlboro cigarettes.
From frozen vegetables to packaged cake mix, from fast food to automobile tires, these carefully drawn characters are the personifications of businesses that began small but grew to become dominant brands in their fields -- thanks in large part to their famous icons. Many of the most famous ad icons were the brainchild of one agency: Chicago-based Leo Burnett Co., which specialized in building brands through the use of enormously popular characters, including the most effective icon of all time, the Marlboro Man. Advertising Age's list of the Top 10 ad icons of the 20th century recognizes those images that have had the most powerful resonance in the marketplace. The criteria include effectiveness, longevity, recognizability and cultural impact.
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