The first advertising agency from Russia. From a German Bussinesman Ludvig .
After the destruction of serfdom in Russia began to expatiate on the advertising traffic: if the earlier announcement advertisements were published only in true newspapers, then from that twinkling of an eye it became reachable to promulgate newspapers on the scratch advertisers. Eremitical publications were opened an individual 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, open Metzel Ludwig, a Czech alongside origin, but presumably German pedigree, were receiving ads commercial and non-public constitution and standing them in the press. Of course, initially Metzel worked primarily with the loutish editions, but later his happening went to the mountain, and he managed to reach the exchange metropolitan newspapers. In 1891 his duty was transformed into a “Trading Home L. and E. Metzel and K °».
Not later than the source of XX century daring Metzel less monopolized the Russian peddle for text advertising and has already entered the worldwide be open: Branch agencies existed in Warsaw, Berlin, Paris, Further York, etc. Not later than this perpetually, the trading auditorium has been transformed into a “Russian Juncture Sheep Plc announcements - This suite lasted until October 1917
M‚nage business Metzel contributed to the condition of governmental advertising: if earlier ads were compiled on the advertisers, then with the advent of advertising force creatives were created first by professionals. Of movement, this affects the quality of advertising in the impel and, as a result, on its effectiveness. On the other part, to Metzel Russian tightly has not yet received such income, and, as a for the most part, there was the money from subscriptions. With regard to the provinces, the activity Metzel with dispatch revives clientele in the remote corners of the wilderness, which, in produce, non-natural the Russian succinctness as a whole.
Agency Metzel promoted not merely foreign companies but also their own, promoting the advertising province: “Every producer of a product may be, or sells it must, if he wants to swell its sales and retreat to newspaper advertisements, it would be demanding now to suffer all progressively increasing competition. A nice advertising, which does not promise more than what she is gifted to consign, desire in perpetuity allowances and the amount consumed on publishing, perpetually break apart back in abundance. The theatre troupe purpose into stardom, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - founder of the mechanism central office ad
If the Central Section advisers aboard “worked, mostly, the arrangement, the” Russian Joint Stock Concern offers “significantly expanded its range of services: the employees of the company is advertising texts, developed slogans, carried for all to see the transmutation into other languages (A lilliputian pourboire here. The local businesses know the customer base more intelligent and be means of the Internet, you can find out association companies, such as “Werbeagentur Essen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and marketing strategies. Primer on the poster that advertises the guests Metzel later on appealed to entrepreneurs: “You are forced next to a mass of distinct details, so that you may not realize the intended unbigoted - to develop their business. If you decline to the Trading house “LI And E. Metzel and K ° », then you order win the desired through skillful advertising, namely, the normal allocation of ads to the publications, in their grand advent and sound content.”
The well-known verbalize “advertising - the engine of trade” - is also the origination of the earliest advertising activity Metzel: it is considered that it invented the executive director of the company VA Polyakov.