The case for authentic translations
Rune Pedersen, Think HQ’s head of localisation, asks: are you treating multicultural audiences as an afterthought?
If you treat your translations like an afterthought, you’re treating your audience like an afterthought.
Whereas when you speak to someone in their language you are connecting on a profound level. You’re showing empathy and building trust; you’re showing that you have something in common.
You can’t do that if you’re creating a campaign for an audience and then, at the last minute, translating the words into a different language hoping the cultural references and literary flowers your English copywriters created will remain. Your campaign won’t connect. You’ll have missed an opportunity and wasted your resources.
