Helmut Krone. The book.
  Graphic Design and Art
  Direction (concept, form
  and meaning) after
  advertising's Creative
  Revolution. Clive Challis
  The Cambridge Enchorial
  Press Ltd.
  ISBN 0954893107
I

ISBN 0-9548931-0-7 Erik Kessels is surprised by his honesty. Bob Levenson learnt the new way to write copy from him. George Lois called him a 'fucking kraut'. The creative Director of Chiat Day LA used to be his assistant. David Abbott wrote a book about his most famous campaign, for the VW Beetle. Yet Helmut Krone never became the Creative Director of William (Bill) Bernbach's DDB. Instead he remains 'the greatest art director' honored by Advertising Age and Adweek.

 

           
 

In late '57 'Tide' reported a survay: "The Big Three"... had made of VW owners: '80% were men 20% women... probably a higher per-centage of women owners than for American cars.' The median age of VW owners was 34 compared to 37 for Ford, 39 for Chevrolet, 60% of all the VW owners had one or more years at college, 'many times the natioonal average. And the median income of Volkswagen owners is also considerably higher than the national average.' '

 
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Volkswagen sales increases... the mistakes of the other imports... John Keats on the promise of the import...'Tide' reports on the market conditions... changing expectations for the car... 'Printer's Ink' surveys the cost of advertising per car sold... The reaction of Detroit to the imports... the Corvair... Volkswagen GmBH gets real... Carl Fisher & Rogo... j M Matthes... Carl H Hahn... The VW budget... Weiner and Gossage...

 
     
All chapter 1 spreads