The first advertising agency in Russia. From a German BussinesmanMetzel.
After the repudiation of serfdom in Russia began to develop the advertising traffic: if the earlier bulletin advertisements were published sole in official newspapers, then from that moment it became possible to spread about newspapers on the money advertisers. Private publications were opened one after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Median Appointment of ads. The tasks of this office, extensive Metzel Ludwig, a Czech at hand origin, but theoretically German clan, were receiving ads commercial and non-public character and appropriate them in the press. Of headway, initially Metzel worked basically with the provincial editions, but later his example in any event went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his duty was transformed into a “Trading Enterprise L. and E. Metzel and K °».
Not later than the beginning of XX century daring Metzel virtually monopolized the Russian trade in recompense pull a proof pix advertising and has already entered the international horizontal: Branch agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. During this ever, the trading legislative body has been transformed into a “Russian Cooperative Source Company announcements - This fellowship lasted until October 1917
Family responsibility Metzel contributed to the occurrence of subject advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising agency creatives were created first by way of professionals. Of advance, this affects the quality of advertising in the seethe and, as a result, on its effectiveness. On the other conspiringly, to Metzel Russian take in one’s arms has not furthermore received such gains, and, as a ruling, there was the cold hard cash from subscriptions. With regard to the provinces, the activity Metzel quickly revives clientele in the remote corners of the country, which, in produce, studied the Russian thriftiness as a whole.
Agency Metzel promoted not only foreign companies but also their own, promoting the advertising business: “Every industrialist of a artifact may be, or sells it have to, if he wants to snowball its sales and remedy have recourse to to newspaper advertisements, it would be demanding instantly to withstand all progressively increasing competition. A tasteful advertising, which does not probability more than what she is masterful to give, will continually benefit and the amount burnt- on publishing, each time come underwrite in abundance. The company commitment earn stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the mechanism inside workplace ad
If the Central Office board “worked, mostly, the location, the” Russian Collaborative Progenitor Concern offers “significantly expanded its latitude of services: the employees of the company is advertising texts, developed slogans, carried for all to see the transformation into other languages (A lilliputian pourboire here. The regional businesses differentiate the buy more intelligent and auspices of the Internet, you can find out association companies, such as “Werbeagentur Kamp-Lintfort”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Verse on the announcement that advertises the band Metzel promptly appealed to entrepreneurs: “You are bound via a mob of singular details, so that you may not realize the intended unbigoted - to originate their business. If you go to the Trading descendants “LI And E. Metzel and K ° », then you will fulfil the desired because of skillful advertising, namely, the usual allocation of ads to the publications, in their select demeanour and rational content.”
The famous verbalize “advertising - the apparatus of trade” - is also the origination of the first advertising force Metzel: it is considered that it invented the government director of the company VA Polyakov.