International Marketer’s Blog

A large part of the costs of adapting international brand campaigns to local country markets can be tied up in translating campaign materials. So this is an area where today’s efficiency focussed international marketers can make significant gains using workflow solutions that eliminate the excess costs of an old school approach to translation.

Often international brands have a full locally managed translation team in each country market they operate in, to ensure that the notion of thinking global, acting local is fully deployed and to deliver the brand message in the most culturally relevant and current way to the local audience.

Inevitably, this approach creates duplication of effort; not so much in the translation itself, which we agree needs to remain as locally nuanced as possible, but in the local control and management of the translation process which can be very hands-on and time consuming. And a locally driven solution leads to locally divergent brand expression. (more…)

Tom Tom, the navigation systems maker has appointed Dutch creative agency Selmore to devise a campaign for a multi-country European marketing push early next year.

Selmore trumped Leo Burnett and FHV/BBDO to win the business.

Tom Tom’s products are currently sold  in 30 countries and translated into 20 languages, though it is not clear whether cross country implementation will be decoupled from the creative shop.

Poppe van Pelt, creative partner at Selmore, said: “Navigation devices are an (more…)