The Art of Advertising. George Lois & Bill Pitts
Lois, the other great New York advertising art director of the late 20th century, was born about 6 years after Krone. He shows his current ad work ('77) and many of his great Esquire covers. Lois was at Doyle Dane Bernbach when the Volkswagen account arrived and worked with copywriter Julian Koenig, briefly, on the bus before both left to form Papert Koenig Lois (PKL). There was some rivalry between Krone and Lois - but the work was usually very different, Krone extracted meaning from form; Lois from the back histories of personalities.

Harry Abrams, NY 1977. 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.