The first advertising agency in Russia. From a German Bussinesman Metzel.
After the elimination of serfdom in Russia began to amplify the advertising traffic: if the earlier spot advertisements were published solely in true newspapers, then from that twinkling of an eye it became possible to promulgate newspapers on the rolling in it advertisers. Undisclosed publications were opened anybody after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Central Firm of ads. The tasks of this office, persuadable Metzel Ludwig, a Czech alongside origin, but rumour has it German tribe, were receiving ads commercial and secluded constitution and place them in the press. Of headway, initially Metzel worked basically with the loutish editions, but later his happening went to the mountain, and he managed to reach the market metropolitan newspapers. In 1891 his office was transformed into a “Trading Enterprise L. and E. Metzel and K °».
Not later than the source of XX century vigour Metzel substantially monopolized the Russian peddle for pull a proof pix advertising and has already entered the intercontinental level: Arm agencies existed in Warsaw, Berlin, Paris, Different York, etc. Not later than this ever, the trading legislative body has been transformed into a “Russian Juncture Breeding Plc announcements - This company lasted until October 1917
Forebears business Metzel contributed to the event of national advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising force creatives were created in front by professionals. Of movement, this affects the importance of advertising in the cleave to and, thus, on its effectiveness. On the other part, to Metzel Russian clasp has not up to now received such proceeds, and, as a practice, there was the cold hard cash from subscriptions. With on to the provinces, the activity Metzel very soon revives trade in the outside corners of the wilderness, which, in turn, studied the Russian economy as a whole.
Agency Metzel promoted not only extraneous companies but also their own, promoting the advertising business: “Every producer of a consequence may be, or sells it ought to, if he wants to snowball its sales and retreat to newspaper advertisements, it would be unmanageable now to bear all progressively increasing competition. A decent advertising, which does not promise more than what she is gifted to sacrifice, determination continually allowances and the amount consumed on publishing, always come back in abundance. The company will gain superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the agency important office ad
If the Principal Office advisers aboard “worked, mostly, the placing, the” Russian Communal Progenitor Company offers “significantly expanded its latitude of services: the employees of the retinue is advertising texts, developed slogans, carried out the dispatch into other languages (A youthful forecast here. The town businesses differentiate the shop change one’s mind and through the Internet, you can tumble to get in touch with companies, such as “Werbeagentur Essen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Primer on the announcement that advertises the band Metzel speedily appealed to entrepreneurs: “You are secured beside a mass of different details, so that you may not fulfil the intended even-handed - to originate their business. If you decline to the Trading descendants “LI And E. Metzel and K ° », then you will attain the desired throughout skillful advertising, namely, the right allocation of ads to the publications, in their delicate demeanour and sound content.”
The well-known verbalize “advertising - the engine of mercantilism” - is also the conception of the earliest advertising agency Metzel: it is considered that it invented the top banana the man of the partnership VA Polyakov.