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The leading protagonist of this West-to-East movement, Enstad writes, was the innovative entrepreneur

On January 7, 1955, in a letter to Philip Morris advertising director Roger Greene, Burnett outlined the task ahead: "The job of Marlboro advertising is to take a new popular-priced filter cigarette with an old luxury cigarette name and give it a personality and a reason for being that will make it stand out among all the brands in a chaotic and fast-growing field