"Because change happenz" is the current English-language claim of Zurich Insurance and actually translates as "Because change happens". As a study by the Cologne agency Endmark shows, just 10 percent of the more than 1,000 respondents understand the advertising message correctly. The remaining 90 percent get creative when it comes to understanding: "Because opportunities make you happy," or: "Because you can change something" are two examples of translations used by the respondents. The majority of German consumers understand English advertising messages not or only insufficiently, so the conclusion. Already 2003 came the first study of the agency on this result, 2006 is now the confirmation. It is true that claims are often believed to be understood. But when asked to translate the claim, the majority of over a thousand city dwellers between the ages of 14 and 49 failed. Feel the difference" is sometimes translated as "Feel the differential" or "Life by Gorgeous" as "Life in Georgia. English puns or double meanings also turned out to be particularly tricky, producing even more misunderstandings.
Although many of the claims are difficult to understand in translation, the test subjects still seem to like them. Claims that could not be translated were also found to be good. This can be attributed to the "pop music effect". People also bought songs without understanding the lyrics. Nevertheless, the literal meaning of the claim does matter. Because if misunderstandings change the perception and thus the positioning of a product, this also has an impact on sales success.
Even if it sounds more interesting in English and gives the impression of worldliness and experience, consumers today expect more clarity and simplicity in advertising. Accordingly, the proportion of Anglicisms in advertising is also declining. In a study conducted jointly with Slogans.de, Trendbüro Hamburg found that the number of English slogans had fallen from 27.6 percent in 2000 to 18.7 percent in 2006, and that the proportion of anglicisms had also declined from 5.3 percent in 2000 to 2.3 percent in 2006. This is because simple and clear statements are in vogue. Advertising is a mirror of society, a compensatory counter-design to reality. Since many things have become uncertain and complicated, the longing for certainties is growing - and not for Bohemian villages.

The regional magazine Treffpunkt, published by Stäfner Treffpunkt Verlag, is expanding westwards to mark its 10th anniversary. From 2007, Meilen is also to be included in the distribution area. Then, with a circulation of 22,300 copies, the entire area around Pfannensiel and the intersections of Zürichsee Zeitung, Zürcher Oberländer and the Tages-Anzeiger local editions will be completely covered. The regional magazine was founded in 1996 on the initiative of local tradespeople and is now published eight times a year. Over the past ten years, its size has grown from 24 to 48 pages. The proportion of advertisements is a respectable 60 percent.

The 2007 offer documentation can now be downloaded from the Clear Channel Outdoor website under "Tools". For the first time, the company is offering billboard networks in the city of Zurich - two F12 networks and one F200 network. According to a press release, these are combinations of sites using the latest illuminated site technology and the latest backing material. The 2007 documentation also provides an overview of the company's entire outdoor advertising offering - on the street, in the POS area, at petrol stations, in airport advertising and in the megaposter area. It also contains the prices valid from January 1, 2007.

The Zurich agency Grey has created three radio commercials for the Sony sub-brand Walkman. These focus on two MP3 players: one for sports and outdoor enthusiasts and one for sound enthusiasts. Ambitious after-work sports enthusiasts, for example, will be delighted with the calorie counter and distance meter, while music lovers will applaud the noise cancellation feature, which blocks out background noise for pure audio enjoyment, for example when traveling by train. The radio campaign will run throughout Switzerland from mid-November to the beginning of December 2006.

In addition to the usual advertising materials, the regionalization campaign by Spillmann/Felser/Leo Burnett for the Tagesanzeiger now also includes a T-shirt. The garment is available with one of over 100 Zurich municipal coats of arms or one of 24 Zurich district coats of arms - for 20 francs. The shirts are advertised in the regional editions: "Our latest regional edition: the Tagi shirt with your municipal or district coat of arms." An overview of all available coats of arms and ordering options can be found at . The men's and women's models are advertised there as an "ideal Christmas present".

What has been a trend in journalism for some time under various buzzwords such as citizen journalism or user-generated content - namely having content created by readers - now seems to be worth one or more broadcasting attempts for the German private broadcaster ProsiebenSat.1. The station group is therefore looking for user-generated videos via television advertising. These are to be uploaded to the video platform Myvideo.de, the platform modeled on YouTube, in which the broadcasting chain acquired a 30 percent stake in September (see
). However, if you want to see your video on television, you have to give up a lot. For example, the conditions state that the rights of use must be assigned on a non-exclusive basis for three years. The broadcaster is also granted the right to publish the content on image and sound carriers of all kinds, to edit it or to use it for advertising purposes. ProsiebenSat.1 also reserves the right to transfer the rights to third parties.

Matter & Gretener has gained a new client with the "Stop Piracy" platform, which was launched last year. The platform is a public-private partnership under the leadership of the Institute of Intellectual Property and ICC Switzerland. Matter & Gretener came out on top in the competitive presentation. The aim of the campaign: to ensure greater knowledge and conscience. After all, it is estimated that counterfeiting damages the Swiss economy to the tune of two billion Swiss francs every year. The campaign will cause a stir at the beginning of 2007.

The canton of Solothurn voted in favor of Switzerland's toughest anti-tobacco law at the weekend. With 56 percent, the Yes vote for the ban on tobacco advertising on public and publicly visible private property was clear. The Swiss Advertising Association (SW) is not pleased with the result of the vote. In its official statement, SW writes that the result came as no surprise. This is because attitudes towards smoking have changed in the population and the advertising bans in the new health law were linked to an increasingly popular smoking ban.
For SW, however, the cantonal strategy is questionable. For the first time, a sponsorship ban and a ban on advertising in cinemas would apply in Solothurn. The regulations at the point of sale (POS) are also unclear.
The previous proposals for bans in other cantons only concern posters. In Solothurn, a new legal uncertainty would be created, which would increase with every general yes to similar bans. For this reason alone, SW continues, it will continue to fight cantonal bans on tobacco advertising.

In addition to the British American Tobacco brand Parisienne, the Zurich agency Sulzer Sutter is now also responsible for the cigarette manufacturer's corporate communication. The first campaign addresses various aspects of the problem of smoking. But instead of the CEO and the press department, employees from the cigarette factory in Boncourt have their say. They have given their thoughts on various aspects of the smoking debate: the ban on smoking in public places as well as advertising restrictions. The portraits of the employees were taken by photographer Christian Grund.

Heinz Lang, program director and editor-in-chief of Tele M1, is leaving the regional broadcaster. According to a press release, the departure will take place by mutual agreement at the end of November. The decisive factor was a difference of opinion regarding Lang's future tasks and responsibilities at the AZ Medien Group station. Heinz Lang's successor has not yet been appointed. Roland Baumgartner, Managing Director of Radio Argovia, and Bruno Hollenweger, Managing Director of TeleTell, will take over the management of the television station on an interim basis. Roland Baumgartner is responsible ad interim for the editorial and technical areas, Bruno Hollenweger for sales and marketing at Tele M1.
Lang had been working for Tele M1 since September 2001 and had already helped shape the regional television station as editor-in-chief during its start-up phase in 1994.

Zurich has one more communications agency. Mediascope, based in Seefeld, is now supporting companies from various sectors with their communications mix. The agency takes on both complete mandates as well as partial tasks in the field of communication. The focus is on sectors such as services, public administration, the construction industry, fashion and beauty as well as luxury foods. The company differs from conventional advertising, media or PR agencies in that selective multi-channel approaches are the rule, as detailed in a press release. In particular, the company also advises media companies on strategic issues and communication matters. The focus here is on the long-term, sensible interweaving of journalistic and economic goals.
The Managing Director of Mediascope is Raymond Lüdi. Originally a lawyer, after many years as a media and marketing journalist, most recently in the position of Editor-in-Chief at Media Trend Journal, he has been working as a consultant for some time.

Experts in the UK are expecting revenue losses of 75 million dollars in 2007 as a result of the ban on advertising junk food. The measure bans advertising for foods with a high fat, salt or sugar content in program blocks aimed at children under 16 (see ). As the American trade magazine Advertising Age writes, television stations that broadcast exclusively for children can expect a loss of 15 percent. Michiel Bakker from MTV U.K. and Ireland is surprised that the responsible media supervisory authority has decided to include the age group of 10 to 15-year-olds in the ban. He considers this group to be completely different from the under-9s.
Until now, the British industry has followed the principle of self-regulation with regard to advertising. KFC and Burger King now refrain from giving toys to children. Other brands such as Coca-Cola, Cadbury, Kraft and McDonalds do not advertise to under-12s. In addition, the Incorporated Society of British Advertisers has drawn up a voluntary code that prohibits the use of cartoon characters and stars in food advertisements.
Measures are currently being discussed in France that are also causing a stir. There is talk of a law that provides for health warnings on food. The regulation is to apply to all foodstuffs produced and all drinks - except water. Manufacturers who do not want to comply with this requirement will have to pay a tax of 1.5 percent of their annual advertising budget for a campaign to promote healthier eating.