Think Locally to Win Globally
Why global campaigns fall flat or cause offence abroad, and how early cultural insight protects creative impact across markets. By Ciara Nugent.
Reports
Insights for global content teams
Practical thinking for the people behind global content, exploring the challenges of creating, adapting and scaling work that performs in every market and language it reaches.
The Case for Centralising Creative Adaptation Systems
Why fragmented, market-by-market adaptation is no longer sustainable, and what a centralised creative adaptation system does differently. By Simon Ambrose and Jimena Ortega.
AI Voice: Unlocking Multilingual Synthetic Storytelling
How generative voice technology is reshaping global advertising, where it beats studio recording, and where it still falls short. By Simon Ambrose.
Challenges & Opportunities of Multilingual Content Creation in the Age of AI
Why multilingual content is far more than translation, and why AI strengthens the case for skilled language specialists. An essay by Locaria founder Hannes Ben.
The AAA of Multilingualism
How multilingual competence is acquired, assessed and applied, and why native-speaker status alone doesn’t guarantee excellent language production. By Hannes Ben.
Paid Search Performance Linguistics®
Why translated ads underperform, and how trained linguists and continuous testing lift click-through, conversion and revenue in international paid search.
Data Science and its Practical Applications in Multilingual Content
How natural language processing, sentiment analysis and incrementality testing make multilingual content more effective, and why human linguists remain essential.
Performance Production – Scaling Global Content
How to scale multilingual content across markets and channels without losing quality or control: four learnings from performance marketing. By Lindsay Hong.
Managing Global Content through the Pandemic and for the Future
How global brands can adapt multilingual paid media, search, websites and communications when markets are disrupted, written in April 2020.
Strategic Website Localisation
How brands adapt different types of web content to drive local e-commerce growth, with examples from De Beers, adidas, HotelsCombined and Printemps.
A Procurement Guide to Global Content Purchasing
What drives the cost of multilingual content, how to judge its quality, and which pricing models reward performance rather than volume. By Lindsay Hong.
Website, SEO and Amazon Content Performance Linguistics®
How combining linguistic and SEO expertise across website localisation, search and Amazon listings grows organic traffic, rankings and sales.
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