Technical & Engineering

About this service

Marketing translation is less about accuracy and more about effect. The goal of a campaign headline is not to say the same thing as the English original; it is to produce the same reaction in the reader of the Italian version. That sometimes means departing significantly from the literal source text to find language that works in the target market. This is transcreation as much as translation, and it requires a translator who understands both the commercial objective and the creative conventions of the target market.

Brand voice is the most important thing to establish before any marketing translation begins. We review existing brand materials in the target language, study the tone and register that the brand uses, and define a voice guide before starting the project. Translation produced without this context tends to be technically accurate and tonally wrong, which is a more expensive kind of failure because it can take months to notice.

We work with brand and marketing teams directly, not just legal or procurement departments. Understanding why a campaign was written the way it was is important for producing a version that achieves the same commercial objective. We ask questions and treat the brief seriously.

Services include campaign copy and headlines, brand manifesto and positioning documents, press releases, social media content and editorial calendars, display advertising copy, product launch materials, brand narrative and company story, email marketing content, and external corporate communications.