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James Marvin Henderson, who put Greenville, S.C., in the advertising big leagues, died there Oct. 31 at 74.

Mr. Henderson founded Henderson Advertising in 1946; in 1980 it became the first agency outside New York or Chicago to be named Advertising Age's agency of the year.

Henderson's work helped make Texize Chemicals-now DowBrands-an important advertiser, and brought the agency national prominence. Today Henderson has 80 employees and $75 million in billings.

Before setting out on his own, Mr. Henderson worked for General Foods and at the Curt Freiberger Agency in Denver. He retired in 1986.

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