To Translate or To Transcreate That is The Question

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.

Eclipse Translations catches up with Process Industry

Meet The Members 2017 NEPIC Conference & Exhibition

On Wednesday 21st of June we exhibited at the NEPIC 2017 Meet The Members Conference. The event was a great opportunity to mingle with 500+ process industry colleagues, showcase our language services to a large audience and meet likeminded businesses to form new partnerships with, all in one day under one roof.

This process sector in the North East already represents about half of the UK’s chemical industry and a third of all pharmaceutical industry is based in the region. Recurring themes at the Conference were the need for the industry to raise its profile and work together to scale up business and drive growth in the region. In the UK we are generally good at setting up businesses, but not so good in growing & scaling up. More ambition and a high growth agenda for the region are required.

Too many businesses stay local in the North East and further access to markets would act as a driver for more growth. And this is precisely where Eclipse comes into its own! Not only do we have a strong pedigree in providing language services to clients in the chemical sector, but we provide language solutions across the entire life-cycle of products and services from supporting research and development projects to meeting regulatory and compliance targets, to helping companies drive growth through commercialisation and international marketing using a wide range of different media.

We would like to thank the NEPIC organisers for a very successful 2017 conference and would like to thank all of our clients and attendees that we were able to spend some time with at the event. We look forward to the next one already!

Christmas Traditions

Each country has its own unique way of celebrating the Christmas season. Below is a small selection of our favourite traditions from around the world.

Poland

There is a superstition that if you put the carp’s scale in your wallet, you will be lucky and rich in the year to come.

England

An old tradition dictates that each member of the family must stir the Christmas pudding mix in a clockwise direction before it’s cooked, making a wish as they do.

Japan

Fried chicken is a popular dish on Christmas Eve, due to a particularly powerful advertising campaign.

The Netherlands

December 26 is called Second Christmas Day. Often the family goes out to a restaurant to eat on that day. Many concerts, recitals, and other musical performances make this Christmas Day special.

Iceland

Icelandic children leave a shoe on their bedroom windowsills for 12 days at Christmas. Unlike many countries that have one Father Christmas, Icelandic children have the Yuletide lads. Each night a different Yule lad fills the shoe with sweets or gifts ready to enjoy in the morning, unless you have been naughty of course!

Financial sector: The formula for top class interpreting

Providing the highest level of interpreting support for the financial sector is challenging. Although English is the language of business, there is a requirement to ensure that everyone has understood exactly what has been discussed.  As new commercial trading relationships develop in addition to all EU languages, we have amongst others supported meetings in Russian, Turkish, Chinese and Korean.

So, just why is the sector so challenging?

First and foremost, the industry has its own specific terminology and with documents and meetings dealing with large investments and complex negotiations; it’s vital that we provide highly specialist and very accurate translation and interpretation.

Understanding the world of financial jargon is difficult whatever the language.  On occasion, it’s a case of knowing when not to translate because the word in question is an internationally understood term. Alternatively certain phrases may have a specific interpretation in each language. If a linguist doesn’t understand the context and meaning of a word, it is very difficult to translate it other than literally which ends up meaning nothing or being open to misunderstanding.

It is a challenge, but one we fully and confidently embrace thanks to developing a hand-picked network of interpreters with exceptionally strong core language skills who have worked on financial projects with investment banks, accountancy and legal firms.

In addition to the language requirements, due to the nature of many of these projects confidentially issues are also paramount. All resources working with us go through a set registration process including being bound by a Confidentiality Agreement and we will also work on any additional client specific NDAs and security requirements.

We have regularly provided assistance with a range of projects from presentations by hedge funds to potential investors to speaker panels at derivatives conferences to European Works Councils for companies operating in this sector. We have also assisted with a number of high level court cases, both helping with the preparation of the pre-trial evidence to facilitating communication between all the judge and all parties during the court case.  Our key aim is that the only challenges come from negotiating the terms of the deal itself not from a lack of communication.

Get fearless and go global with your Podcast

Once upon a time, there was the award-winning campaign “Be more Dog”, now the time has come for you to “Be more Pod”.

Podcasting is a great way for brands to tell their story, and one of the best instruments used in marketing today.

Not only can they be used to captivate an audience and encourage followers, they can create a buzz around your products, information and services.

Businesses are now starting to take another step forward by providing their Podcasts in different languages. By introducing subtitles or voice-over to a Podcast you are starting to communicate internationally…. and potentially opening the door to many new opportunities.

Not only does a Podcast bring your brand closer to your customers but also provides you with a great opportunity to connect with your own employees. You can create podcasts for employee training, sharing information, bringing together your global locations and even showcasing your operations.

At Eclipse, this is a service we have seen grow rapidly over the past year couple of years, and we have already encouraged many of our clients take that step.  With our translation experience, technology and creativity we can help you find your global voice…and “Be more Pod”.