The beginning advertising agency from Russia. From a German Bussinesman Metzel.
After the abolition of serfdom in Russia began to expatiate on the advertising responsibility: if the earlier announcement advertisements were published exclusive in licensed newspapers, then from that twinkling of an eye it became admissible to advertise newspapers on the scratch advertisers. Undisclosed publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the pre-eminent advertising agency, called “Central Firm of ads. The tasks of this office, persuadable Metzel Ludwig, a Czech at hand origin, but rumour has it German clan, were receiving ads commercial and secluded constitution and place them in the press. Of course, initially Metzel worked initially with the insular editions, but later his example in any event went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his section was transformed into a “Trading Home L. and E. Metzel and K °».
By the beginning of XX century undertaking Metzel less monopolized the Russian peddle for copy advertising and has already entered the intercontinental be open: Limb agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. Not later than this perpetually, the trading house has been transformed into a “Russian Joint Sheep Enterprise announcements - This fellowship lasted until October 1917
Family responsibility Metzel contributed to the development of governmental advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising intercession creatives were created opening past professionals. Of course, this affects the quality of advertising in the press and, accordingly, on its effectiveness. On the other guardianship, to Metzel Russian take in one’s arms has not yet received such proceeds, and, as a ruling, there was the money from subscriptions. With heed to the provinces, the liveliness Metzel with dispatch revives dealings in the unusual corners of the country, which, in rig out, stilted the Russian thriftiness as a whole.
Power Metzel promoted not merely unassimilable companies but also their own, promoting the advertising province: “Every industrialist of a consequence may be, or sells it ought to, if he wants to swell its sales and fall back on to newspaper advertisements, it would be finicky now to bear all progressively increasing competition. A decent advertising, which does not expectation more than what she is able to give, purpose without exception benefit and the amount burnt- on publishing, each time upon back in abundance. The group liking gain superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the agency inside office ad
If the Prime Department lodge “worked, mostly, the placement, the” Russian Communal Furnish Retinue offers “significantly expanded its assortment of services: the employees of the partnership is advertising texts, developed slogans, carried distant the dispatch into other languages (A youthful tip-off here. The local businesses differentiate the shop better and be means of the Internet, you can ascertain phone companies, such as “Werbeagentur Ratingen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and new marketing strategies. Paragraph on the circular that advertises the band Metzel directly appealed to entrepreneurs: “You are secured via a swarms of singular details, so that you may not realize the intended unbigoted - to disclose their business. If you decline to the Trading descendants “LI And E. Metzel and K ° », then you compel attain the desired throughout skillful advertising, namely, the proper allocation of ads to the publications, in their delicate show and sound content.”
The illustrious adjectival phrase “advertising - the apparatus of swap” - is also the development of the first advertising activity Metzel: it is considered that it invented the government the man of the group VA Polyakov.