The first advertising agency from Russia. From a German Bussinesman Metzel.
After the elimination of serfdom in Russia began to expatiate on the advertising traffic: if the earlier notice advertisements were published only in official newspapers, then from that two shakes of a lamb’s tail it became reachable to publish newspapers on the money advertisers. Eremitical publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Median Appointment of ads. The tasks of this responsibility, open Metzel Ludwig, a Czech by way of origin, but supposedly German tribe, were receiving ads commercial and special personality and appropriate them in the press. Of practice, initially Metzel worked initially with the provincial editions, but later his occurrence went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his office was transformed into a “Trading House L. and E. Metzel and K °».
Through the dawn of XX century undertaking Metzel nearly monopolized the Russian market recompense text advertising and has already entered the ecumenical au fait with: Limb agencies existed in Warsaw, Berlin, Paris, Further York, etc. Not later than this ever, the trading house has been transformed into a “Russian Joint Sheep Company announcements - This new zealand lasted until October 1917
Parentage business Metzel contributed to the occurrence of civil advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising agency creatives were created opening by professionals. Of dispatch, this affects the supremacy of advertising in the seethe and, accordingly, on its effectiveness. On the other guardianship, to Metzel Russian tightly has not up to now received such gains, and, as a for the most part, there was the spondulicks from subscriptions. With regard to the provinces, the activity Metzel quickly revives dealings in the outside corners of the country, which, in produce, studied the Russian economy as a whole.
Agency Metzel promoted not at best unassimilable companies but also their own, promoting the advertising business: “Every producer of a consequence may be, or sells it have to, if he wants to increase its sales and retreat to newspaper advertisements, it would be difficult instantly to suffer all progressively increasing competition. A clean advertising, which does not promise more than what she is masterful to give, determination continually benefit and the amount used up on publishing, always upon underwrite in abundance. The company commitment gain fame, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the means inside workplace ad
If the Central Department advisers aboard “worked, mostly, the placing, the” Russian Collaborative Progenitor Concern offers “significantly expanded its assortment of services: the employees of the company is advertising texts, developed slogans, carried distant the transmutation into other languages (A skimpy tip-off here. The peculiar businesses recognize the market healthier and by the Internet, you can ascertain contact companies, such as “Werbeagentur Gelsenkirchen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Text on the poster that advertises the guests Metzel directly appealed to entrepreneurs: “You are secured via a swarms of singular details, so that you may not fulfil the intended unbigoted - to originate their business. If you go to the Trading descendants “LI And E. Metzel and K ° », then you order attain the desired by way of skillful advertising, namely, the normal allocation of ads to the publications, in their elegant show and rational content.”
The famous phrase “advertising - the machine of swap” - is also the development of the principal advertising force Metzel: it is considered that it invented the top banana the man of the troop VA Polyakov.