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.

 

           
 

    Mike Mangano thought he and Krone had agreed on an approach: ‘Like the old Volkswagen ads. We did a Rabbit campaign like that and the next day I came in, Bernbach is in his [Krone's] office and the ads are on the wall, and Helmut is criticising them, saying how bad they are...'

 
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Final Net... Case and Krone recruitment: DKG (Delahanty Kurnitt & Geller), Doyle Dane Bernbach, Gilbert (advertising agencies compared)... Phase III soap... Krone's type designs... European Avis campaign, Decaf, Cybermatics, Maryland's Columbia, Angostura Bitters, AIGA... on New York art director's books... Mike Mangano on VW Rabbit... Bob Levenson... Jerry Gentile on Volkswagen Rabbit campaign... Krone's relationship to the agency... David Ogilvy's page split revisited...

 
     
All chapter 1 spreads