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.
Don't
The work is confidential, or the buyer is buying a process they cannot see in a gallery.
Rights-cleared examples
$140,000 retail shoe business built in one year
12 salesmen for 16 days: 2,780 additional retail outlets secured
32 sales per clerk per hour
80% of the Advertising in the US is ...through...J. Walter Thompson...
A campaign that roused public officials to a long-standing menace
A line with two names and five distinct markets
A new pioneering job in the railroad world
Account histories: The Fleischmann Company (8 page images)
Advertising is an artery of business, which if cut, means death to its property.
After the verbal statement is forgotten
All the business world clamors to be heard when it voices its wares.
An unseen difference brought to light