translation

Localisation & Adaptation

We optimise content creation by using language methodologies that deliver the highest quality and the deepest engagement.

Content that is authentic to every customer empowers our clients to grow, connect and build excitement. Our language methodologies for high volume content are delivered using a combination of translation technologies and human language expertise to offer the highest quality. When technology meets creativity, we are able to create content with authority, passion and pride.

Marketing content also appears in many different formats, in different lengths, and with varying levels of commercial importance. It is therefore rarely a one-size-fits-all approach, and so consideration needs to be taken on which methodologies to invest in and when, and on where technology can be applied to drive efficiencies. 

Translation 

Very simply, taking a document in one language and translating it directly into another while ensuring the right grammar, terminology, and phraseology has been used in the target language. While typically low in cost, the lack of background research, limited discussion on how the asset will be used, or consideration into how to recreate creative concepts, will often result in terminology errors, literal and unengaging translations, truncation on ad copy character limits and underperforming marketing assets.  

Localisation 

Adaptation that embeds cultural nuances and language trends for a specific target audience. Very close to the translation process, but the target content format is updated based on the target platform and target market requirements. For example, it would consider elements such as currencies, time formats, holidays, and cultural nuances and flag any decision making back to the client.

Within a marketing context, it would also ensure that content meets the needs of the media platforms or communications campaigns. This is an often-overlooked element, as languages have large variations in the copy space required to replicate the same sentence, and copy space is often regulated by platforms or defined by creative templates. 

Transcreation 

Transcreation is a process by which linguists read the source material to extract its intent, style, concepts and terminology, but then recreate messaging using their own market research and concepts that exist within the target language while retaining elements from the original ‘spirit’ of the source communications. 

This is particularly important with creative copy, headlines, straplines, puns, metaphors, or cultural content, where the languages may not share the same etymology and so the transcreator must take creative liberties to engage local audiences in an equally meaningful and authentic way.

Often, a transcreator will work to a brief, creating several options with back translations, ensuring that the client can select the idea or angle that best fits their overarching campaign or brand tone of voice. Transcreation can often become a consultative task, helping out in the conception stage to ensure content is being developed with global ideas to improve multi-market consistency. 

Origination 

Origination is closely linked to copywriting and involves developing text without source content. This may either be because content that is developed in the source content is not relevant to the target market, or because bespoke content is required to target certain audiences, demographics or cultural groups in an authentic way. 

When originating text our content specialists consult briefs and conduct background research using the same techniques that a copywriter would. The development process is then determined by the nature of the content, whether that’s shorter form creative work, or longer form editorial, before considering any marketing objectives or platform constraints. 

Local content developed in this way involves no language interference and typically performs the best within performance tests in terms of engagement rates or click-throughs, often being a preferred option by global brands working on media content delivered with high volumes of impressions. It does, however, take time, and as a result, will have a higher initial commercial outlay.

Beyond text content, we work with clients on a range of voice over, dubbing, subtitling and multimedia adaptation projects, you can find more information on this here: Multimedia Adaption