Bob Barocci, Former Leo Burnett Exec and ARF Head, Dead at 72
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Bob Barocci, an advertising executive who climbed the ranks to become President, Leo Burnett International and led the Advertising Research Foundation to new heights, died on Thursday in Manhattan. He was 72.
Mr. Barocci was a Phi Beta Kappa Graduate of the University of Wisconsin in 1963 and later graduated in 1965 with a Master’s in Business Administration from Harvard. The summer before graduating from Harvard, he worked as an intern at the Leo Burnett Company and was immediately taken with the company. The internship prompted him to write a popular editorial his senior year at Harvard that espoused the virtue of choosing a company over a specific career path and detailed his own love affair with Leo Burnett.
He followed his own advice and joined the training program at Burnett. There, he distinguished himself by becoming the agency’s expert on Brand Rating Index.
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