Leonetto Cappiello (9. April 1875 in Livorno, Italy - 2. February 1942 in Cannes, France) was an Italian poster art designer who lived in Paris. He is now often called ''the father of modern advertising'' because of his innovation in poster design. JOB rolling papers are a popular brand of cigarette paper produced by Republic Tobacco in Perpignan, France. In 1838, a French craftsman named Jean Bardou came up with the idea for a booklet of rolling papers made of thin, pure rice paper. The booklets were a success and Bardou''s trademark, the initials "JB" separated by a diamond, became such a common sight that people began referring to them as JOB, thus the brand-name was born. By 1849 he filed for a patent for "Papier JOB".