“New" doesn't mean that you are "with-it"; that you are doing stuff that is in the forefront of today's advertising. That's not what "New" means at all. That just means you are a club member. You have joined up with the best of them and your stuff looks like what is considered today to be really hot stuff.
"New" is looking for something that you have never seen before.' In his work on the American Airlines First-Class campaign Krone presaged the birth, 30 years later, of strategic planning.
Krone on 'New'... 'the new page'... David Herzbron... Krone after VW... Doyle Dane Bernbach's 'campaigns'... Bob Levenson... DDB win American Airlines account... Jack Dillon... Fuller Smith & Ross... American Airlines Fan Jet and First Class campaigns... the birth of strategic account planning... non-art directed looking art direction... gestation of Avis... 'McGuffey's Reader'... Bob Reitzfeld... 'Daily News Inquiring Photographer'... Art Directors Club speech... Bob Gage on the. size of headlines... Avis as Volkswagen turned 'inside-out'... Robert Hildt... Bill Taubin...
