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 The greatest art director ever? Or a graphic designer in an ad agency? Helmut Krone worked for Wiliam (Bill) Bernbach at Doyle Dane Bernbach. His Volkswagen Beetle campaign and Avis campaign (the defining campaigns of the 'Creative Revolution'), changed the way advertising art direction, copywriting and the advertising creative team worked. He formed his own advertising agency to investigate the possibilities of 'graphics' - graphic design - free of 'concept'. Later, back at DDB, he'd reconcile graphic design and art direction with his Polaroid campaign and Porsche campaign.

 

           
 

   Helmut Krone: ..on my first day at DDB, I was called into Phyllis Robinson's office... she handed me a headline, all typed and everything. It was for Ohrbach's Beauty Salon. It said, "You can comb the city and not find a better place to have your hair done." I had in my hand, for the first time, a headline written by a writer who thought in terms of the visual. I knew what she wanted. Hell, I wasn't a student of DDB all those years for nothing! It was the classic DDB headline. It had a cute pun and required a picture to go with it, making the two inseparable - a Bill Bernbach invention and the hallmark of the agency.

 
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Doyle Dane Bernbach... Bob Gage...Phyllis Robinson... Bill Bernbach... Ohrbach's... 'picture and pun'...'New York Times'...Krone learns to distrust taste...Barton's candies... Menorah pops...Maccabee gifts...Kosher chocolate... Art Director's Annual....

 
     
All chapter 1 spreads