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
ISBN 0-9548931-0-7 The evolution of commercial art into graphic design and then into advertising art direction. The 'Creative Revolution' orchestrated by William (Bill) Bernbach in New York moved 'Seventh Avenue' advertising methods into the mainstream. Helmut Krone's achievements as an art director at Doyle Dane Bernbach evolved fromPaul Rand, Lester Beall, Bob Gage and from Europe's Alexey Brodovitch, Jan Tschichold and John Heartfield.

   Helmut Krone: A writer is not so sophisticaed when it comes to the nuances of composition and design of a picture... The same goes for art directors. We're, perhaps, not as literate as they are and suggest word combinations that their English professors guarded them against. All of this can add up to fresh advertising.'


Polaroid's 'Big heads' campaign... Salvador Dali teamed up with Ned Doyle... Ancient Age Bourbon... Krone on the roles of writers and art directors... Ohrbach's... DDB vs. BBD&O on Polaroid's ad strategy... Bob Gage's work on Ancient Age... Leo Burnett's work on Marlboro... Ancient Age sales increase... Art Directors Club Gold medals... Stephen Fox... references to Young & Rubicam... 'Advertising Age' on Ancient Age gift ad...

All chapter 1 spreads