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[Paris] Marcel Bleustein-Blanchet, 89, affectionately known as the "father of modern French advertising," died April 11 in his home here. Mr. Bleustein-Blanchet founded the Publicis agency in 1926, and played an influential role in developing the industry.

During his career, Mr. Bleustein-Blanchet not only worked in the creative and business ends of advertising, but also helped develop new media such as cinema advertising and bus panels; founded media broker companies; and launched at least one radio station.

A decorated member of the French Resistance and a member of the Legion of Honor, Mr. Bleustein-Blanchet also pursued scholarly, educational and philanthropic projects and wrote several books.

Many Parisians, who may not remember him for his advertising work, will recall him as the founder of the famous Publicis Drugstores on the Champs-Elysees and on the Left Bank. They have become famous gathering points over the years.

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