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 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.



   Eddie Russell: We did a test market campaign in six or eight markets to measure TV vs. print and TV won hands down.'


US coffee prices and consumption... arabica vs. robusta beans... 'Printers Ink' on US coffee market... National Coffee Association... National Federation of Coffee Growers of Colombia... Doyle Dane Bernbach... Andres Uribe's 'Brown Gold'... Eddie Russell... Rita Selden(Wagner)... paesano, birth of Juan Valdez... Mitch Leigh, Don Trevo, Len Press... Doyle Dane Bernbach's move away from 'Seventh Avenue'... Volkswagen... Bill Casey... Krone hungry for 'the new'...

All chapter 1 spreads