BLEUSTEIN-BLANCHET, MARCEL

BLEUSTEIN-BLANCHET, MARCEL (1906–1996), French advertising executive and radio pioneer. Born in Enghien, France, Bleustein-Blanchet founded a number of businesses over the years through which he became the foremost individual in advertising in France, a field which he virtually established by introducing advertising into French film, radio, and television. Among his companies were "Publicis" (est. 1927), the largest privately owned advertising agency in France; Radio Cité (1935); Regie Press of which he was chairman (founded 1938); and Cinéma et Publicité (1938). In the early 1920s Bleustein-Blanchet established a private company, "Radio Paris," making him a pioneer of French radio broadcasting. He was sole or part owner of other types of businesses as well, such as the Drugstore restaurants in Paris, and he was the owner of the sixth television network of France, specializing in music. In 1960 he created a foundation named after him that grants scholarships to deserving young writers. During World War II he was an active member of the Resistance. He served as an adviser for French Foreign Commerce from 1973 to 1975. Bleustein-Blanchet was active in the support of social welfare of the French Jewish community and was president of the Montmartre Israelite Center from   1965. He received France's highest award, Grand Officer of the Legion of Honor. He wrote La rage de convaincre (1970), La nostalgie du futur (1978), Les ondes de la liberté (1984), Mémoires d'un lion (1988), and Les mots de ma vie (1990). -ADD. BIBLIOGRAPHY: M. Germon, Marcel Bleustein-Blanchet: Monsieur Publicité (1990). (Gideon Kouts)