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.



   Hertz had a 75% share of the rental car market and Avis, just ahead of contenders three on down, held second place with ten to eleven percent. Avis was going to take on Hertz, and polarise the market by differentiating itself from all the other little players. And they'd arrived at the concept...'


The 'first' Avis cvampaign... Paula Green on Avis... the Avis advertising strategy... No. 2... big pictures and big type...

All chapter 1 spreads