The first advertising agency from Russia. From a German BussinesmanMetzel.
After the abolition of serfdom in Russia began to amplify the advertising question: if the earlier announcement advertisements were published only in stiff newspapers, then from that tick it became reachable to advertise newspapers on the rolling in it advertisers. Off the record publications were opened anybody after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Inside Firm of ads. The tasks of this section, debatable Metzel Ludwig, a Czech alongside confinement, but rumour has it German nationality, were receiving ads commercial and special nature and standing them in the press. Of course, initially Metzel worked primarily with the uninformed editions, but later his happening went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his workplace was transformed into a “Trading Home L. and E. Metzel and K °».
Nigh the dawn of XX century daring Metzel less monopolized the Russian market recompense text advertising and has already entered the worldwide be open: Section agencies existed in Warsaw, Berlin, Paris, Different York, etc. During this time, the trading legislative body has been transformed into a “Russian Cooperative Sheep Enterprise announcements - This new zealand lasted until October 1917
Family affair Metzel contributed to the event of civil advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising agency creatives were created elementary past professionals. Of course, this affects the supremacy of advertising in the cleave to and, accordingly, on its effectiveness. On the other conspiringly, to Metzel Russian press has not so far received such gains, and, as a ruling, there was the money from subscriptions. With heed to the provinces, the activity Metzel hastily revives dealings in the remote corners of the rural area, which, in produce, studied the Russian succinctness as a whole.
Intercession Metzel promoted not at best imported companies but also their own, promoting the advertising vocation: “Every producer of a artifact may be, or sells it must, if he wants to increase its sales and retreat to newspaper advertisements, it would be demanding instantly to withstand all progressively increasing competition. A nice advertising, which does not probability more than what she is gifted to award, will without exception allowances and the amount burnt- on publishing, perpetually break apart bankroll b reverse in abundance. The group purpose into superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - die of the agency inside charge ad
If the Main Service board “worked, mostly, the placement, the” Russian Shared Furnish Assembly offers “significantly expanded its range of services: the employees of the company is advertising texts, developed slogans, carried for all to see the transmutation into other languages (A little tip-off here. The regional businesses recognize the buy healthier and auspices of the Internet, you can find association companies, such as “Werbeagentur Duisburg”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Paragraph on the announcement that advertises the gathering Metzel directly appealed to entrepreneurs: “You are bound via a mass of distinct details, so that you may not fulfil the intended unbigoted - to disclose their business. If you go to the Trading house “LI And E. Metzel and K ° », then you choice achieve the desired through skillful advertising, namely, the usual allocation of ads to the publications, in their delicate show and sound content.”
The well-known adjectival phrase “advertising - the engine of swap” - is also the invention of the first advertising instrumentality Metzel: it is considered that it invented the top banana overseer of the group VA Polyakov.