Marketing translation is really marketing localisation. The question is not what the words say in the source language, but what effect they need to have on the reader in the target market. A slogan that works in Italian because of a double meaning will lose the double meaning in English and has to be rewritten to achieve a comparable effect.
We work with copywriters as well as translators. For campaign-level work, the translator produces a faithful translation and then a specialist copywriter reviews it from the perspective of the target audience. The two outputs are compared and the final version is constructed to work as marketing copy in the target language.
Cultural reference is a consistent issue in marketing localisation. What resonates in Italy does not always translate to northern Europe or North America. We flag cultural references that may not land in the target market and propose alternatives where necessary. This adds a consultation stage that some clients find valuable.
We handle website copy, campaign slogans, product descriptions, social media content, advertising scripts, email marketing sequences and brand guidelines. The turnaround depends on volume and the level of cultural adaptation required. We scope each project individually because the complexity varies significantly.
What is included
Client feedback
"Our campaign performed above benchmark in every European market it ran in. The cultural adaptation was invisible."