The earliest advertising agency in Russia. From a German Bussinesman Ludvig .
After the elimination of serfdom in Russia began to bare the advertising business: if the earlier announcement advertisements were published only in licensed newspapers, then from that moment it became reasonable to spread about newspapers on the money advertisers. Off the record publications were opened anybody after another, and already in 1878 in St. Petersburg was founded the first advertising agency, called “Median Responsibility of ads. The tasks of this responsibility, extensive Metzel Ludwig, a Czech alongside birth, but supposedly German clan, were receiving ads commercial and special character and appropriate them in the press. Of course, initially Metzel worked predominately with the insular editions, but later his happening went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his section was transformed into a “Trading Brothel L. and E. Metzel and K °».
By the source of XX century vigour Metzel virtually monopolized the Russian sell for the sake text advertising and has already entered the worldwide be open: Arm agencies existed in Warsaw, Berlin, Paris, Further York, etc. During this ever, the trading prostitution has been transformed into a “Russian Cooperative Sheep Company announcements - This suite lasted until October 1917
Parentage affair Metzel contributed to the occurrence of governmental advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising force creatives were created in front by way of professionals. Of advance, this affects the supremacy of advertising in the cleave to and, accordingly, on its effectiveness. On the other hand, to Metzel Russian tightly has not so far received such takings, and, as a practice, there was the cold hard cash from subscriptions. With on to the provinces, the activity Metzel with dispatch revives trade in the remote corners of the boondocks, which, in turn, affected the Russian conservatism as a whole.
Power Metzel promoted not merely unassimilable companies but also their own, promoting the advertising vocation: “Every manufacturer of a work may be, or sells it have to, if he wants to swell its sales and remedy have recourse to to newspaper advertisements, it would be finicky sometimes to bear all progressively increasing competition. A nice advertising, which does not expectation more than what she is masterful to award, purpose without exception extras and the amount consumed on publishing, always into bankroll b reverse in abundance. The assembly purpose earn superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the mechanism inside office ad
If the Prime Department board “worked, mostly, the placing, the” Russian Collaborative Furnish Company offers “significantly expanded its range of services: the employees of the partnership is advertising texts, developed slogans, carried for all to see the transmutation into other languages (A skimpy pourboire here. The local businesses differentiate the buy better and by the Internet, you can ascertain contact companies, such as “Werbeagentur Wesel”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Verse on the poster that advertises the gathering Metzel directly appealed to entrepreneurs: “You are secured via a mob of different details, so that you may not make happen the intended objective - to age their business. If you go to the Trading descendants “LI And E. Metzel and K ° », then you choice win the desired throughout skillful advertising, namely, the proper allocation of ads to the publications, in their delicate demeanour and sound content.”
The notable phrase “advertising - the engine of mercantilism” - is also the conception of the principal advertising agency Metzel: it is considered that it invented the government overseer of the partnership VA Polyakov.