Forget all the rules you ever learned about graphic design. Bob Gill.
Gill, an illustrator, graphic designer and sometime advertising art director, fired the first shot of the Creative Revolution. He has published several collections of his work. This one is the best in that it details his methodology: that lurking within the problem itself is a new and fresh solution. An important book on the cross-over between form and concept in printed communications

Watson-Gupthill, NY 1981 Out of print.
Helmut Krone. The book.

Changes in 20th century print: typo-photo; the Creative Revolution.
Influence on US ads of Euro-modernist, socialist designers.
Growth of New York as advertising centre.
Influence of rag-trade and formation of DDB.

Major 20th century ad theorists.
Paul Rand's contribution and influence.
Influence of Alexey Brodovich on Creative Revolution art directors.

Bernbach's theories; how Krone fulfilled and influenced them.
The Creative Revolution and its consequence.
Ad art direction vs. graphic design; Form vs. Concept.

Krone's life and work - how it changed advertising.
The first 100 Volkswagen ads.
The entire Avis campaign - its origins and importance.
Krone's reactions to work of George Lois and Howard Gossage.
Wit and involvement. On planning as a creative function.
On creativity as practised in ad agencies.
The process of advertising from a creative perspective.