Marlboro Cut Signals Different Era For Burnett -- Agency Sees Challenging Future Ahead As Shop Refocuses on Other Advertising Mediums

CHICAGO – In the short-term Philip Morris’ dramatic 40% price cut of its flagship Marlboro will equate to more work for its workhorse agency Leo Burnett Co. But at the same time, the cut on the premium brand has also served as a brutal reminder that the agency cannot depend on what used to be big money-rich accounts to build its business.
Marlboro was a dying brand when Burnett was handed the business in 1954. In it’s first job as a Philip Morris fixer-upper, Burnett turned around the gender target and eventually sales.