The tug of war between creative and ‘the suits’ is notorious. (So much so that the internet is teeming with memes about this power struggle.) The divide between creative teams and outside vendors can often cause unnecessary and costly delays, a lot of headbutting and frustrations that often end up negatively affecting the end product. And when it comes to localizing an asset, orchestrating a peaceful (and fruitful) working relationship between the two is paramount.
There’s no room for ego – both creative and your LSP need to unite in their effort to create a result that resonates with your audience.
Your creative team’s input is invaluable, but so is that of your localization service provider (LSP). If you want to mitigate against any creative differences (yes, that was intended), refrain from pitching the project as a case of ‘my way or the highway’. Instead, frame your objective as a common goal of creating clear, consistent and convincing messaging – something which requires both creative, lateral thinking, as well as strategic insight and cultural awareness. Remember, even the most beautiful and seamlessly executed creative is obsolete if the message is mangled. So too is an asset (whether an app, a TV spot or explainer video) that conveys the right message, but does so in a way that’s unappealing to – or worse, confusing for – the audience.
Traditional marketing and advertising campaigns give creative a lot of freedom, whereas the localization of content requires creative thinking within a set parameter.
If it wasn’t for off-the-wall tangents of creative, we wouldn’t have ads like these, or these. That said, winning a Cannes Lion is redundant if your new audience is not 100% clear about your intended message. Localized content is a far cry from creating creative-for-creative’s sake – a space where the rules don’t apply; instead this is the one exercise that calls for coloring within the lines, which may require some compromise in creative thinking.
The core of localized content that successfully connects you to your market is a crystal clear message that’s easy and convenient to consume.
Regardless of the content you’re localizing, your priority is to retain the core message, and then convey it in a way that your audience wants to consume it. While your creative team may want to execute this one way, this is the part where your LSP gets to call the shots. They’re the ones who’re familiar with the culture at hand: ranging from the platform that will best serve the audience, to the cultural ‘red-flags’ that need to be considered. Unfortunately, brands often throw the proverbial baby out with the bathwater, doing great creative a disservice by using inferior translators who come back with copy that’s devoid of its original creative flair. In order to ensure that your message is equally compelling when translated into another language, your messaging needs to be localized by a copywriter who’s also a native language speaker. (And there’s a big difference between someone who merely speaks the language, and someone who’s a skilled copywriter in the language in question.)
Creating a localized asset that resonates with your market is only possible when your localization service provider’s expertize is enhanced (as opposed to being ignored), by your creative team’s input.
Contact us today to find out how our localization services can help you.