The earliest advertising agency from Russia. From a German Bussinesman Ludwig Metzel.
After the repudiation of serfdom in Russia began to develop the advertising responsibility: if the earlier spot advertisements were published sole in stiff newspapers, then from that twinkling of an eye it became reasonable to spread about newspapers on the scratch advertisers. Private publications were opened an individual after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Important Firm of ads. The tasks of this service, open Metzel Ludwig, a Czech by birth, but theoretically German tribe, were receiving ads commercial and special nature and place them in the press. Of headway, initially Metzel worked primarily with the uninformed editions, but later his example in any event went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his section was transformed into a “Trading Enterprise L. and E. Metzel and K °».
By the inception of XX century undertaking Metzel substantially monopolized the Russian trade in in behalf of text advertising and has already entered the ecumenical horizontal: Arm agencies existed in Warsaw, Berlin, Paris, New York, etc. Past this perpetually, the trading auditorium has been transformed into a “Russian Joint Source Company announcements - This suite lasted until October 1917
Forebears affair Metzel contributed to the event of subject advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising force creatives were created first by way of professionals. Of advance, this affects the je sais quoi of advertising in the impel and, accordingly, on its effectiveness. On the other part, to Metzel Russian clasp has not furthermore received such gains, and, as a ruling, there was the money from subscriptions. With regard to the provinces, the activity Metzel with dispatch revives dealings in the remote corners of the rural area, which, in rig out, non-natural the Russian thriftiness as a whole.
Power Metzel promoted not only foreign companies but also their own, promoting the advertising company: “Every producer of a consequence may be, or sells it have to, if he wants to snowball its sales and remedy have recourse to to newspaper advertisements, it would be unmanageable now to suffer all progressively increasing competition. A decent advertising, which does not probability more than what she is able to consign, will continually extras and the amount spent on publishing, perpetually into bankroll b reverse in abundance. The theatre troupe will earn prominence, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the means inside charge ad
If the Central Department advisers aboard “worked, mostly, the arrangement, the” Russian Communal Furnish Company offers “significantly expanded its range of services: the employees of the retinue is advertising texts, developed slogans, carried free the dispatch into other languages (A little tip here. The local businesses differentiate the buy more intelligent and be means of the Internet, you can find association companies, such as “Werbeagentur Ennepetal”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Verse on the poster that advertises the gathering Metzel speedily appealed to entrepreneurs: “You are secured via a miscellany of out of the ordinary details, so that you may not realize the intended even-handed - to develop their business. If you give out to the Trading line “LI And E. Metzel and K ° », then you choice fulfil the desired throughout skillful advertising, namely, the right allocation of ads to the publications, in their delicate demeanour and logical content.”
The illustrious phrase “advertising - the locomotive of swap” - is also the development of the elementary advertising force Metzel: it is considered that it invented the government director of the partnership VA Polyakov.