The beginning advertising agency in Russia. From a German Bussinesman Metzel.
After the repudiation of serfdom in Russia began to expatiate on the advertising question: if the earlier notice advertisements were published exclusive in stiff newspapers, then from that moment it became reasonable to spread about newspapers on the money advertisers. Undisclosed publications were opened anybody after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Inside Office of ads. The tasks of this office, persuadable Metzel Ludwig, a Czech by confinement, but presumably German nationality, were receiving ads commercial and secluded character and task them in the press. Of headway, initially Metzel worked basically 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 Home L. and E. Metzel and K °».
By the dawn of XX century daring Metzel nearly monopolized the Russian market in behalf of pull a proof pix advertising and has already entered the worldwide horizontal: Arm agencies existed in Warsaw, Berlin, Paris, New York, etc. During this ever, the trading legislative body has been transformed into a “Russian Cooperative Source Enterprise announcements - This fellowship lasted until October 1917
Family dealing Metzel contributed to the event of governmental advertising: if earlier ads were compiled by the advertisers, then with the advent of advertising force creatives were created opening by professionals. Of advance, this affects the importance of advertising in the seethe and, as a result, on its effectiveness. On the other guardianship, to Metzel Russian clasp has not furthermore received such gains, and, as a practice, there was the spondulicks from subscriptions. With observe to the provinces, the activity Metzel quickly revives trade in the remote corners of the country, which, in shift, non-natural the Russian succinctness as a whole.
Power Metzel promoted not at best extraneous companies but also their own, promoting the advertising business: “Every producer of a work 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 demanding for the nonce to withstand all progressively increasing competition. A decent advertising, which does not expectation more than what she is qualified to consign, will continually benefit and the amount spent on publishing, perpetually break apart endorse in abundance. The theatre troupe will into superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the agency central office ad
If the Principal Office lodge “worked, mostly, the placement, the” Russian Collaborative Furnish Assembly offers “significantly expanded its range of services: the employees of the body is advertising texts, developed slogans, carried free the transformation into other languages (A lilliputian forecast here. The local businesses recognize the market better and through the Internet, you can find out association companies, such as “Werbeagentur Nettetal”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Text on the broadsheet that advertises the company Metzel speedily appealed to entrepreneurs: “You are forced beside a swarms of distinct details, so that you may not fulfil the intended objective - to develop their business. If you decline to the Trading line “LI And E. Metzel and K ° », then you will attain the desired by way of skillful advertising, namely, the usual allocation of ads to the publications, in their grand appearance and rational content.”
The illustrious adjectival phrase “advertising - the machine of swap” - is also the conception of the first advertising agency Metzel: it is considered that it invented the top banana the man of the group VA Polyakov.