Welcome to the world of transcreation, this exists when the two worlds of marketing copy and translation collide…
There is no easy way to use standard language to make your message relevant in different languages, and it is not always easy to figure out what may lead to confusion in other countries. It is therefore a good move to involve a professional translation company right from the start.
Marketing copy tends to use colloquialisms and will often try to shorten the meaning into just a few words. Taglines can be very tricky, and it is difficult for a translator to convey the same thing in just a couple of words or phrases.
The key to a great transcreation project is all in the project brief. There must be a clear vision from the start what identity and message needs to be captured. If you use colloquialisms or local slang, it is always a good idea to include accompanying notes for the translator, explaining the sense behind the phrase. Also, remember that industry or company terminology may not always translate easily into the target language.
Transcreation goes beyond just the words. It is important to check all imagery for its cultural sensibility. The most carefully worded campaign can fall flat if the imagery is unsuitable for the target audience.
For transcreation and marketing copy, Eclipse can provide you with an experienced, professional translator or in some cases a copywriter to help guide you through the process and ensure you capture the correct message.
Normally we are busy helping clients prepare for their meetings assisting with translations and interpreting but last month, the RWS Group including Eclipse, held its own sales conference.
Over 50 of our colleagues from around the world made their way to our headquarters in Buckinghamshire from all of our offices in Europe, the Americas and Asia. Gathering everyone in one place clearly demonstrated the true global reach of our organisation and the incredible expertise we bring to the market in all corners of the world. Our most recent group acquisitions in the form of Corporate Translations and LUZ saw us welcome more colleagues from both the US and Europe strengthening our expertise and reach in these regions.
As a company, we are proud to say that we can support clients with language solutions throughout their product life cycle all from within one group. We are constantly evolving and welcome the chance to share our expertise in R&D, through product development, regulatory and compliance, to commercialisation and product support.
Above all, the annual conference is an important opportunity for our senior management, marketing and sales teams to meet and review the Group’s progress, receive training and share knowledge. As colleagues we are in touch daily between our multiple locations in the UK, US, Germany and China, and sites in France, Sweden, Switzerland, Japan, Australia and Argentina. Between us, we work to cover patent translation and intellectual property support services and high level technical, medical, commercial, legal and financial translation services, interpreting and linguistic validation.
Clients can be reassured that from searching and filing their first foreign patent, to having interpreters assist with tender presentations, to translating legal and commercial contracts, to localising their website to subtitling their health & safety videos and ensuring their package labelling is compliant, they can find all the necessary expertise in one place.
Today, many chemical companies are multinationals with their products marketed and sold on a global scale and when it comes to language requirements, this industry has exacting and highly specialist needs. Eclipse Translations has been translating documents for major players in the global chemical industry for over 20 years and is therefore a reliable partner when it comes to providing high quality and accurate translations for this sector.
Companies in all parts of the world that purchase chemical products for use in their own production facilities; companies that form part of the chemicals supply chain and companies involved in their transportation need to have access to accurate safety-related information about the chemical products involved. For all these stakeholders, preventing incidents that affect human health and the environment is paramount and having access to this information in their own language makes a significant contribution to industry safety.
The Material Safety Data Sheet (MSDS) is the main document used to convey all this information. Each time a chemical or chemical product is sold, supplied or used in a given country, an MSDS must be provided in the relevant local language. Not only does this improve industrial safety, but it also improves communication and understanding by ensuring that all personnel are able to access the relevant information. Providing an MSDS in the local language also facilitates employee instruction and training.
Translating Material Safety Data Sheets into other languages requires considerable expertise, as it is crucial that chemical and industrial terminology are translated in the correct way. The Safety and Risk phrases used on MSDSs have also been standardised, so they must never be translated anew. The officially-approved, standard translation of the Safety and Risk phrases in the language concerned must always be used.
In addition, using the correct nomenclature when translating the names of chemical substances into other languages must not be overlooked. Establishing the correct name of organic chemicals in other languages is something that can be difficult in certain cases.
When translating documents of critical importance to the client’s operations, absolute accuracy is essential, so it is vital that the translation is always be checked by a second translator. At Eclipse Translations, all of our translations are produced by specialist translators who are native-speakers of the target language. They are then subsequently checked by a second technical translator. Any matters requiring clarification during the process are discussed with the client to ensure that translations are accurate and fit for purpose.
Over the last 20 years at Eclipse, we have developed our language solutions and specialist knowledge to meet fully the needs of all of our customers. This means fully understanding the needs of the different departments within a company – as part of the global RWS Group, we work with colleagues on in-house services so we know different teams need different things.
Should we approach translation of a German technical specification in the same way as translating a website or subtitling an e-learning package? The answer of course is no.
Understanding what impact a customer needs from our language service shapes the workflows we apply, the technology we use, the linguist teams we select and the technical experience we need to bring to customer projects. It certainly makes our work interesting, no two days are the same which is one of the main reasons we enjoy working with our customers!
Within the same company, the corporate communications team may need our expertise in localising employee messages to support a restructure, our experience in subtitling for webcasts or on-site and remote interpreting for training. At the same time, we may also be helping its legal department to protect its intellectual property or working with the HR team to manage global compliance issues.
Our culture then has to be to work as a partner – developing an understanding of our clients’ needs and style means we almost become an in-house department reacting quickly and finding the right solution. We understand we are a key part of an increasingly global supply chain and that the right result if is only possible when you can successfully work together as a team.
Taking our work in the chemical sector for example, from R&D through to product commercialisation and support, we help customers manage regulatory compliance and drive efficiency or transformation across international sites. At any one time we may have PhD chemists to ensure accurate translation of complex chemical specification and a range of legal, financial and communications specialists working on internal and external communications. Alongside these translators, our specialist interpreters also have a role to play assisting with tender presentations, site audits and conferences.
So if you were to ask us how we translate German? We would say it depends on what you need the translation to do for you.
A member of the RWS Group, the world’s leading provider of high-quality translation, intellectual property and language support services, Eclipse Translations has vast experience within the industrial and manufacturing sectors.
Here, we look at the Top 5 ways in which our translation and interpreting solutions support the manufacturing industry
Developing a global strategy
There are at least 4 dimensions to being a global company; globalisation of market presence, supply chain, capital base and the corporate mind set.
In recent years, the manufacturing industry has seen rising production growth on a global scale, covering multiple countries, locations and languages. With instant communications across the world, it would be easy to assume nations and peoples are becoming more alike. However, access to multilingual revenue streams and global brand recognition require a consistent and focused multilingual communication strategy. If you cannot communicate with your investors, customers, partners, staff and suppliers, you will miss out on opportunities.
Eclipse offers a fully managed service to global companies that are faced with an increasing content volume in a growing number of languages. We work in over 150 languages, including all the major world languages and we allow the capability to communicate to the whole business in a timely and effective manner.
Meeting regulatory requirements and making safety everyone’s business
Accurate translation helps to ensure staff understand safety concerns
Manufacturing companies must keep up with international and local regulatory requirements in all markets.
Communications around employment and other crucial issues are translated correctly to ensure manufacturing and logistics site colleagues work safely.
We translate documents for on-boarding and induction of new colleagues (contracts of employment, policies, induction training and tests), training materials and business communications. We also provide telephone interpreting and face-to-face interpreting solutions to complex matters between a company and colleagues where the language level is not at a sufficient level for accurate understanding.
Driving workforce engagement
In the UK only an estimated 16% of employees are engaged. Increased digitisation of instructions leads to the use of more illustrations and animations; and also more videos, less documents. We have seen a substantial increase in the use of video communication for storytelling and capturing leads. Video is also a powerful tool in typical HR areas such as new employee training and professional development.
Leveraging of your investment in video communications to overcome language barriers and reach a broader audience. Only 6% of people in the world speak English as a first language after all.
Better understanding and higher engagement. Customisation of content via translation, localisation and the consideration of cultural nuances tailors the communication specifically for the target audience, enhancing the viewer’s experience and understanding considerably.
Implementing Lean processes
Quality and consistency are essential in the global manufacturing industry. But it is also true that businesses win by changing faster than everybody else!
We pride ourselves on the calibre and professionalism of our translators, editors and proof-readers. This is a prerequisite as manufacturing documents are full of industry-specific terms, and the content must comply with international and local standards and regulations. Translation memory tools and terminology management allow us to enhance consistency and overall quality of content, achieve faster turnarounds and decrease translation budgets as it recognises repeat content that has been translated previously, ensuring only the new parts of a document have to be charged at the full rate.
An important milestone for a global market launch is the availability of technical documentation and marketing materials in the requisite languages. Agile translation management can significantly reduce the Time-To-Market. Besides the faster turnaround of translations, flexible translation management opens up additional time frames for implementing quality assurance measures such as in-country reviews or preliminary preparation of terminology.
Supporting Industry 4.0
The internet of things, big data and augmented reality require intelligent communication across multiple languages. Industry 4.0 is part of a bigger digital transformation. Increasingly, we are working with clients on delivering these transformation projects by localising global software systems (e.g SAP, Oracle and Workday), training materials and global compliance activities.
Through the application of industry best practices and using our ability to leverage economies of scale, we create efficiencies in deploying advanced technologies, including encrypted portal solutions, video and telephone interpreting facilities, translation TM and client review functionality.
These technologies are deployed with the aim of increasing productivity and defending against cyberattacks through enhanced security of data and intellectual property.
Every day, at Eclipse Translations, we work with clients, colleagues, partners and suppliers around the world. And with the holidays nearly upon us, we wanted to thank you for your support and send our very best wishes for 2017.