omitting or subordinating others. And it leads the creative team to search for the unexpected, for a "twist," or an analogy, be it verbal or visual. To quote that other giant of modern advertising, Bill Bernbach, "You can't bore the customer into buying your product!" It's hard to imagine now, but copy and art did not always work as a team. They proceeded on separate tracks, and art began where copy left off. As one veteran copywriter described it, his copy fell into a deep, dark hole; he only saw it again when it came back "illustrated" and laid out by an art director. It was Bernbach's agency that pioneered the concept of the copy-art team, later adopted with brilliant results by Sudler & Hennessey and other medical agencies —j.k.
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