The earliest advertising agency in Russia. From a German Bussinesman Ludvig .
After the elimination of serfdom in Russia began to develop the advertising business: if the earlier notice advertisements were published exclusive in licensed newspapers, then from that twinkling of an eye it became reachable to promulgate newspapers on the money advertisers. Private publications were opened an individual after another, and already in 1878 in St. Petersburg was founded one first advertising agency, called “Median Appointment of ads. The tasks of this section, open Metzel Ludwig, a Czech by birth, but presumably German clan, were receiving ads commercial and special nature and task them in the press. Of practice, initially Metzel worked basically with the insular editions, but later his example in any event went to the mountain, and he managed to reach the trade in metropolitan newspapers. In 1891 his duty was transformed into a “Trading Home L. and E. Metzel and K °».
Not later than the dawn of XX century daring Metzel virtually monopolized the Russian trade in for pull a proof pix advertising and has already entered the ecumenical horizontal: Limb agencies existed in Warsaw, Berlin, Paris, New York, etc. Not later than this schedule, the trading legislative body has been transformed into a “Russian Cooperative Breeding Companionship announcements - This fellowship lasted until October 1917
Family business Metzel contributed to the event of national advertising: if earlier ads were compiled close to the advertisers, then with the advent of advertising intermediation creatives were created opening by professionals. Of advance, this affects the quality of advertising in the press and, consequently, on its effectiveness. On the other hand, to Metzel Russian take in one’s arms has not yet received such proceeds, and, as a rule, there was the spondulicks from subscriptions. With on to the provinces, the activity Metzel with dispatch revives dealings in the outside corners of the boondocks, which, in turn, stilted the Russian conservatism as a whole.
Power Metzel promoted not on the other hand foreign companies but also their own, promoting the advertising business: “Every producer of a consequence may be, or sells it must, if he wants to swell its sales and resort to newspaper advertisements, it would be demanding for the nonce to hold out against all progressively increasing competition. A tasteful advertising, which does not probability more than what she is able to give, desire in perpetuity extras and the amount spent on publishing, perpetually come back in abundance. The group will gain superiority, the goods are more and more customers, and it is growing stronger.
Metzel Ludwig - designer of the agency main charge ad
If the Prime Office board “worked, mostly, the placement, the” Russian Joint Range Assembly offers “significantly expanded its assortment of services: the employees of the body is advertising texts, developed slogans, carried for all to see the transmutation into other languages (A lilliputian tip here. The peculiar businesses differentiate the shop change one’s mind and through the Internet, you can tumble to get in touch with companies, such as “Werbeagentur Brüggen”), produced artistic cliches of newspaper ads. A special department has been developing full-fledged advertising campaigns and very new marketing strategies. Primer on the poster that advertises the guests Metzel speedily appealed to entrepreneurs: “You are secured next to a mob of distinct details, so that you may not get the intended even-handed - to age their business. If you go to the Trading house “LI And E. Metzel and K ° », then you choice attain the desired through skillful advertising, namely, the right allocation of ads to the publications, in their elegant demeanour and rational content.”
The famous phrase “advertising - the locomotive of swap” - is also the development of the principal advertising activity Metzel: it is considered that it invented the top banana top banana of the troop VA Polyakov.