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.

 

           
 

    “Krone... followed Bernbach's dictum: ‘Dominate the book!' ‘Meaning,' interpreted Krone, ‘to do the single most outstanding page in the magazine your ad will appear in.'
    And that ‘in the magazine' included the editorial pages.

 
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O M Scott and Sons... borders on ads... the commission system and press advertising production... Jerry Cosgrove... Krone's page theories; on legibility, readership... Shopper's Army, Prime Time Steakhouses, Audi Fox... Billy Apple... Bill Bernbach's advertising theories... Los Angeles Art Center: Krone on his 'milestone' ads: 'Bug', Think small.' and 'Lemon.' ads...

 
     
All chapter 1 spreads