The first advertising agency in Russia. From a German Bussinesman Ludwig Metzel.
After the elimination of serfdom in Russia began to bare the advertising business: if the earlier notice advertisements were published sole in stiff newspapers, then from that moment it became reasonable to promulgate newspapers on the rolling in it advertisers. Private publications were opened bromide after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Central Office of ads. The tasks of this responsibility, persuadable Metzel Ludwig, a Czech by way of birth, but supposedly German pedigree, were receiving ads commercial and special character and place them in the press. Of headway, initially Metzel worked primarily with the uninformed editions, but later his case went to the mountain, and he managed to reach the customer base metropolitan newspapers. In 1891 his office was transformed into a “Trading Brothel L. and E. Metzel and K °».
Nigh the inception of XX century vigour Metzel substantially monopolized the Russian market in behalf of text advertising and has already entered the intercontinental be open: Section agencies existed in Warsaw, Berlin, Paris, New York, etc. Not later than this time, the trading auditorium has been transformed into a “Russian Cooperative Stock Enterprise announcements - This new zealand lasted until October 1917
Family 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 way of professionals. Of advance, this affects the supremacy of advertising in the impel and, as a result, on its effectiveness. On the other conspiringly, to Metzel Russian tightly has not furthermore received such income, and, as a for the most part, there was the cold hard cash from subscriptions. With observe to the provinces, the occupation Metzel hastily revives trade in the alien corners of the country, which, in rig out, stilted the Russian economy as a whole.
Power Metzel promoted not merely imported companies but also their own, promoting the advertising province: “Every producer of a artifact may be, or sells it must, if he wants to snowball its sales and retreat to newspaper advertisements, it would be unmanageable sometimes to hold out against all progressively increasing competition. A nice advertising, which does not expectation more than what she is gifted to sacrifice, will always extras and the amount spent on publishing, always break apart bankroll b reverse in abundance. The theatre troupe commitment into stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - establisher of the power central charge ad
If the Central Office lodge “worked, mostly, the location, the” Russian Collaborative Stock Company offers “significantly expanded its gamut of services: the employees of the partnership is advertising texts, developed slogans, carried out the transmutation into other languages (A skimpy tip-off here. The town businesses differentiate the market change one’s mind and auspices of the Internet, you can find contact companies, such as “Werbeagentur Ratingen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Paragraph on the broadsheet that advertises the band Metzel promptly appealed to entrepreneurs: “You are forced beside a swarms of distinct details, so that you may not realize the intended unbigoted - to develop their business. If you give out to the Trading line “LI And E. Metzel and K ° », then you compel fulfil the desired throughout skillful advertising, namely, the right allocation of ads to the publications, in their select advent and logical content.”
The notable adjectival phrase “advertising - the locomotive of mercantilism” - is also the development of the earliest advertising agency Metzel: it is considered that it invented the administrator top banana of the partnership VA Polyakov.