Advertising Translation: Challenges and Best Practices

The Role of Translation in International Advertising

International advertising is becoming more and more important to brands in the global marketplace. Let’s suppose that you are a brand with a wonderful product to launch. You are ambitious, and are aiming to sell it globally. So where do you go from here? How does your brand stay true to itself, despite the journey…

How to Get Big Ideas Onto Small Screens

Small Screen

With the avalanche of information we are exposed to daily, writing effective, engaging copy is a real challenge – particularly if you are doing it in multiple languages. Claudia Álvarez Díaz, transcreation development manager at Creative Translation, has some advice. From advertising campaigns to social media, poetry to literature, every piece of writing is forged…

Luxury Brands in Translation: Focus on China, Russia & Saudi Arabia

Sergio Rossi

When it comes to luxury brands, one of the biggest challenges for global marketers is translating values such as excellence or desirability into a content that would convey the brand reputation or its heritage across different countries and cultures. As luxury products are crafted to the finest detail by creative designers and artisans, the language…

Is Your Brand Name Global? Nailing Brand Name Translation

  Get your brand name translation wrong and you could jeopardise your entire globalisation strategy. There are plenty of examples of well-known global brands, such as Ikea, Mercedes-Benz and Coca Cola, who failed to do their research on brand naming and had to rapidly back-pedal to make up for the mistake.   First impressions last.…

Multilingual SEO: The Global Search Engine Landscape

From big firms to globally expanding start-ups, every brand has now realised the strategic importance of multilingual SEO for business growth and international visibility on the Internet. But does your international SEO plan have a blind spot? Search engine optimisation is continuously evolving and brands often struggle to keep up with the shifting sands of SEO…

4 Things You Need To Know About Marketing Translation

  How is marketing translation different from other kinds of translation such as technical, legal and medical translation? How can brands identify and overcome the risks and challenges of translating marketing copy for global campaigns? Most translated marketing material is quite poor because it lumped in with more general copy and processed in bulk. This…

Are Smart Technologies Leading to Smart Translations?

  The lightning-fast pace of technology demands that professionals in the translation and media industry constantly update their knowledge on new trends and products. Wondering how to keep on top of all the new trends in these sectors? Read on… ‘Smart Technologies, Smart Translations’ is the theme of Languages & The Media – the 10th…

Translating Fashion Copy: How it Changes Across Cultures

  The fashion industry is undoubtedly an international and highly globalised sector nowadays. Nevertheless, fashion brands still need to localise their products, as well as advertising and marketing copy, in order to suit customers’ specific needs around the world. Fashion translation plays a vital role in this process, especially for luxury brands whose values are…