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 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.

 

           
 

   Don Petrie: 'Bernbach said "I don't take any crap from my clients, and we don't allow clients to push us around... I'll give you a list of all former clients so you can call them up. Then you decide if you still want me..."

 
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Background to the US car rental market... Hertz... History of Avis... Warren Avis... Richard Robie... Amoskeag Co.,... Lazard Freres... Robert C Townsend... Don Petrie... Ogilvy & Mather... Doyle Dane Bernbach... Bill Bernbach on Avis marketing problem... Joe Daly... Les Blumenthal... John MacManus... Paula Green on the Avis account... Francine Wexler on Bernbach's methods... Paula Green on the Avis line... Paula Green on Krone... Krone on Paula Green... tensions within the creative department... Charlie Moss... Ed Valenti... Jack Dillon... Gene Case... 'Up the Organisation.'...

 
     
All chapter 1 spreads