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.

 

           
 

Today it's not at all clear why the ads were so well received and rewarded with medals. But then, mid-'50s, it was a different world. The war of liberation for art directors had not been won. Writers and their copy progressions were still the order of the day - the Art Directors' jury saw a poster made from a single large photograph and a single word - and a word not-to-be-found in any dictionary. They sensed that the balance of power was tilting...

 
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Ernest and Julio Gallo... Gallo Wines... 'the Campbell's soup of wine'... Thunderbird... White port... Hearty Burgundy... New York Art Director's Club Gold Medal.... Eddie Russell... Ned Doyle... Don Trevor... Monty Woolley... James E Pepper Kentucky Bourbon... Paula Green... 'Creativity at Work exhibition'... art direction vs. commercial art.

 
     
All chapter 1 spreads