The beginning advertising agency in Russia. From a German Bussinesman Ludwig Metzel.
After the destruction of serfdom in Russia began to bare the advertising traffic: if the earlier announcement advertisements were published sole in official newspapers, then from that two shakes of a lamb’s tail it became reachable to publish newspapers on the scratch advertisers. Off the record publications were opened one after another, and already in 1878 in St. Petersburg was founded the one first advertising agency, called “Important Appointment of ads. The tasks of this responsibility, open Metzel Ludwig, a Czech alongside birth, but rumour has it German tribe, were receiving ads commercial and private character and task them in the press. Of headway, initially Metzel worked basically with the insular editions, but later his occurrence went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his office was transformed into a “Trading House L. and E. Metzel and K °».
Through the beginning of XX century daring Metzel less monopolized the Russian trade in for the sake print advertising and has already entered the intercontinental au fait with: Section agencies existed in Warsaw, Berlin, Paris, Further York, etc. During this perpetually, the trading legislative body has been transformed into a “Russian Juncture Breeding Companionship announcements - This new zealand lasted until October 1917
Forebears affair Metzel contributed to the occurrence of subject advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising force creatives were created elementary by professionals. Of course, this affects the je sais quoi of advertising in the cleave to and, consequently, on its effectiveness. On the other part, to Metzel Russian press has not yet received such proceeds, and, as a rule, there was the cold hard cash from subscriptions. With heed to the provinces, the activity Metzel quickly revives trade in the remote corners of the wilderness, which, in turn, studied the Russian conservatism as a whole.
Mechanism Metzel promoted not on the other hand extraneous companies but also their own, promoting the advertising business: “Every producer of a consequence may be, or sells it requirement, if he wants to swell its sales and retreat to newspaper advertisements, it would be finicky for the nonce to suffer all progressively increasing competition. A clean advertising, which does not expectation more than what she is able to consign, purpose always extras and the amount spent on publishing, forever come back in abundance. The theatre troupe liking into stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the agency inside chore ad
If the Principal Office advisers aboard “worked, mostly, the placing, the” Russian Joint Furnish Company offers “significantly expanded its assortment of services: the employees of the body is advertising texts, developed slogans, carried distant the translation into other languages (A little tip here. The peculiar businesses recognize the buy more intelligent and by the Internet, you can ascertain get in touch with companies, such as “Werbeagentur Bochum”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Primer on the poster that advertises the band Metzel speedily appealed to entrepreneurs: “You are bound via a mob of distinct details, so that you may not fulfil the intended objective - to disclose their business. If you give out to the Trading line “LI And E. Metzel and K ° », then you order attain the desired through skillful advertising, namely, the proper allocation of ads to the publications, in their elegant show and rational content.”
The famous commonplace “advertising - the apparatus of trade” - is also the development of the elementary advertising agency Metzel: it is considered that it invented the administrator director of the company VA Polyakov.