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 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.
“Hertz had a 75% share of the rental car market and Avis, just ahead of contenders three on down, held second place with ten to eleven percent. Avis was going to take on Hertz, and polarise the market by differentiating itself from all the other little players. And they'd arrived at the concept...'