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NEW YORK-John O'Toole, the retired president of the American Association of Advertising Agencies, died May 4 of leukemia. He was 66.

Mr. O'Toole, a former president of Foote, Cone & Belding Communications, served as Four A's president from 1989 until retiring in 1994. He also was the association's chairman in 1984-85 and then spent two years as head of its Washington office. He was recently inducted into the Advertising Hall of Fame.

He ardently fought government regulation of advertising, and often spoke out against what he considered to be unfair or untrue political advertising.

Mr. O'Toole started as a copywriter for a year at Batten, Barton, Durstine & Osborn, Chicago, before moving to FCB in 1954. He shifted to FCB's Los Angeles office in 1964 as creative director, took the same post in '67 at FCB in Chicago, then moved to New York as agency president in '69. In 1970, he became president of the agency's holding company, FCB Communications and, in '81, be- came chairman.

Tributes were quick to pour in.

"John O'Toole was a great adman and a great statesman for the advertising industry," said Wally Snyder, president of the American Advertising Federation. "At his induction into the Advertising Hall of Fame in March, he said he was lucky to have been a part of the advertising industry. We are the lucky ones to have had John O'Toole representing our industry."

True North Communications chairman-CEO Bruce Mason, in a letter to employees, said: "John's legacy, as strong, memorable and compelling as his advertising, will rank with our industry's greats."

Memorial masses for Mr. O'Toole are planned for 11 a.m. May 9 at St. Michael the Archangel in Greenwich, Conn., and at 10 a.m. May 10 at St. Thomas More, New York.

Mr. O'Toole is survived by his wife, Phyllis, and two daughters. The family has requested that instead of flowers, donations be sent to the Myelofibrosis Cancer Research Foundation at 1440 York Ave., 10021.M

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