Printers' Ink - issue of 1913-01-02 (Vol 82, Iss 1)
The pattern
This still is filed under House ad as portfolio.
Define
The firm advertises itself by showing the work, not by describing the work.
Mechanism
Proof by exhibit. The portfolio is the claim. Captions stay short. The pieces carry the argument.
Verdict
We sell craft and the buyer can judge from examples.
Why it works
It uses a brief, anonymous case study to demonstrate that the agency thinks like business partners, not just ad-makers. It shows they understand that marketing is often constrained by production.
Steal this when
You want to position your agency or consultancy as a high-level strategic partner rather than a mere vendor of services.