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.

 

           
 

   Helmut Krone: New" doesn't mean that you are "with-it"; that you are doing stuff that is in the forefront of today's advertising. That's not what "New" means at all. That just means you are a club member. .. "New" is looking for something that you have never seen before.'
        In his work on the American Airlines First-Class campaign Krone presaged the birth, 30 years later, of strategic planning.

 
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Krone on 'New'... David Herzbron... Krone after VW... Doyle Dane Bernbach's 'campaigns'... Bob Levenson... DDB win American Airlines... Jack Dillon... Fuller Smith & Ross... American Airlines Fan Jet and First Class campaigns... the birth of strategic account planning... non-art directed looking art direction... gestation of Avis... 'McGuffey's Reader'... Bob Reitzfeld... 'Daily News Inquiring Photographer'... Art Directors Club speech... Bob Gage on the. size of headlines... Avis as VW turned 'inside-out'... Robert Hildt... Bill Taubin...

 
     
All chapter 1 spreads