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 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.



   Helmut Krone: ...The other ad showed a picture of a group of white-coated Detroit engineers in a boardroom discussing a VW truck. The copy underneath: "First thing we do is get the damned VW off it!"


Barbara Kirk, Wingate Paine's PA, on getting 21 US station wagons to a Volkswagen shoot.... more bus strategies... and copy styles... Dave Reider... Detroit copies the VW design... Krone and Bob Levenson propose ads which feature Ford and Chevrolet... Volkswagen's 'politeness'... 'Buy Amercan' anti-import campaign... the problem of 'the wife'...  Ed McNeilly... Bill Bernbach...

All chapter 1 spreads