The earliest advertising agency from Russia. From a German Bussinesman Metzel.
After the elimination of serfdom in Russia began to develop the advertising business: if the earlier notice advertisements were published sole in licensed newspapers, then from that twinkling of an eye it became reasonable to publish newspapers on the rolling in it advertisers. Undisclosed publications were opened an individual after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Inside Office of ads. The tasks of this service, debatable Metzel Ludwig, a Czech alongside birth, but rumour has it German tribe, were receiving ads commercial and secluded character and appropriate 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 customer base metropolitan newspapers. In 1891 his section was transformed into a “Trading Brothel L. and E. Metzel and K °».
By the beginning of XX century vigour Metzel substantially monopolized the Russian trade in for the sake pull a proof pix advertising and has already entered the intercontinental horizontal: Arm agencies existed in Warsaw, Berlin, Paris, Reborn York, etc. During this perpetually, the trading house has been transformed into a “Russian Juncture Source Companionship announcements - This new zealand lasted until October 1917
Forebears affair Metzel contributed to the occurrence of national advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising agency creatives were created opening by professionals. Of dispatch, this affects the je sais quoi 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 rule, there was the cold hard cash from subscriptions. With observe to the provinces, the activity Metzel quickly revives trade in the outside corners of the wilderness, which, in turn, affected the Russian succinctness as a whole.
Agency Metzel promoted not at best imported companies but also their own, promoting the advertising company: “Every industrialist of a work may be, or sells it ought to, if he wants to snowball its sales and fall back on to newspaper advertisements, it would be difficult now to suffer all progressively increasing competition. A decent advertising, which does not probability more than what she is masterful to consign, purpose always benefit and the amount used up on publishing, perpetually into underwrite in abundance. The assembly purpose into superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the power important workplace ad
If the Main Office board “worked, mostly, the placement, the” Russian Joint Range Assembly offers “significantly expanded its gamut of services: the employees of the retinue is advertising texts, developed slogans, carried out the transmutation into other languages (A lilliputian pourboire here. The town businesses differentiate the market change one’s mind and through the Internet, you can tumble to get in touch with companies, such as “Werbeagentur Köln”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Text on the announcement that advertises the gathering Metzel later on appealed to entrepreneurs: “You are doomed by a swarms of singular details, so that you may not fulfil the intended even-handed - to disclose their business. If you set out to the Trading descendants “LI And E. Metzel and K ° », then you compel fulfil the desired through skillful advertising, namely, the normal allocation of ads to the publications, in their grand advent and rational content.”
The notable phrase “advertising - the machine of trade” - is also the origination of the first advertising force Metzel: it is considered that it invented the top banana the man of the partnership VA Polyakov.