John Benson

John Benson (Philip Morris Marlboro Advertising Executive, Leo Burnett): Defense

= Biography =

John Benson was an account Executive for Marlboro account, Leo Burnett (1957-1959?) (L. White, Merchants 1988). To counteract a negative 1957 article about Marlboro's tar and nicotine levels, Leo Burnett launched the "settleback" campaign--showing the cowboy poses that exuded repose, relaxation and unconcern. However, Marlboro sales faltered and after two years, the settleback campaign was scrapped (L. White, Merchants 1988).

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