The book of Gossage.
A compilation of and about Howard Luck Gossage.
Gossage was another Creative Revolutionary but on another front - the West coast - and using different weapons: long-copy ad-vertising and innovative promotions. Gossage had strong views on the problem of art directors, outdoor advertising and the commission system. He stopped Congress flooding the Grand Canyon and introduced Marshall McLuhan. Still well worth reading.

The Copy Workshop, Chicago. 1995. 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.