Good marketing translators need to be good writers first. That’s why we work exclusively with professional translators who have extensive experience in marketing and advertising translations.
Successful global marketing depends on having a quality product and producing communications that reflect the culture, language, and user requirements of your customers – wherever they happen to be. Simply translating marketing content from one language to another and calling it a job well done isn’t good enough – your content will also need to be properly localized and culturally appropriate if it’s going to be appealing and persuasive enough to have an impact on a local audience.
What content do we work with?
Institutional corporate films
The right translators for the right content
We believe that only reputable and selected translators with specific knowledge of a client’s industry and products can deliver appropriate levels of quality. Accordingly, our global network of linguists specify their subject matter expertise during their registration application, and are then categorized according to their proficiency, language pairing, and specialization. Per the ISO 17100:2015 standard, we require and verify that our linguists demonstrate the following competencies:
Proficiency in required CAT tools
Simply put, transcreation (sometimes called creative translation or adaptive translation) is writing something new in a different language while keeping the feeling and vibe of the source material intact. It’s a mashup of brand-new content, culturally adapted content/imagery, and straightforward translation that gives translators the artistic freedom to get the meaning or concept of the source across in highly localized language. It’s an approach that works better with certain types of content than with others – translations that stay rigidly faithful to the source text are perfectly fine for legal content or instruction manuals, but not so much for more creative content like marketing materials.
Experience has taught us that when it comes to creating a cohesive brand voice in different locales, conceptual and creative brand elements don’t often translate directly. That’s why we take a partnership approach with our clients in order to identify the right linguists for a brand, taking the client’s target market into consideration right from the start. Where transcreation is required, we take it a step further – in addition to a “localization kit” that includes approved linguistic assets like terminology databases and style guides, we work with our clients to create a localization “creative brief” for the product or campaign that defines exactly the right creative angle.