Leo Burnett’s campaign for Marlboro projects an image which has made it the biggest-selling cigarette in the world. It has been running, almost without change, for 25 years. Next time an apostle of hard-sell questions the importance of brand images, ask him how Marlboro climbed from obscurity to become the biggest-selling cigarette in the world. Leo Burnett’s cowboy campaign, started 25 years ago and continued to this day, has given the brand an image which appeals to smokers all over the world. What’s the big idea? You can do homework from now until doomsday, but you will never win fame and fortune unless you also invent big ideas. It takes a big idea to