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 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: In Germany even if you do try harder you can't say it, you can't use 'er', you can say "We try hard" - "We try damned hard", but you can't say "harder".'
     'That'll probably happen here sooner or later.'


'Business Week' on ITT's aqusition of Avis, and Avis's growth... an international campaign featuring J P Dornstadter... Krone on the internatonal campaign... the success of Avis bothers Hertz... Avis up its taunts and Hertz replies... Norman Craig & Kummel...

All chapter 1 spreads