Decade - 1910s
As the poster programme grew, artists employed by printing firms no longer offered the quality or diversity Pick required. He began commissioning artists, illustrators and designers directly. By 1915, Pick had commissioned established names including Tony Sarg, Mabel Lucie Attwell, F Gregory Brown and Frank Brangwyn. He also recognised the talent of aspiring newcomers, notably Edward McKnight Kauffer, who went on to dominate the poster art field. Underground posters become distinctive, influential and respected in their field. In response to the First World War, the role of posters changed. In addition to publicity, they took on a propaganda function, promoted recruitment and informed passenger of new safety procedures.