Brazil: Master of His Market

Many a Madison Avenue man would be driven to five-martini lunches by the demands and problems of advertising in Brazil. Of the country's 76 million people, 50% are illiterate and, besides, too poor to buy mass magazines. There is no national television, radio or newspaper. Inflation is so rampant that prices sometimes change overnight. All these handicaps have proved, however, to be advantages for a fast-moving Brazilian named Cicero Leuenroth, who has built his Standard Propaganda into Brazil's largest advertising agency by combining Madison Avenue drive and efficiency with a deep understanding of the special needs of Brazil's consumers.

The...

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