3rd May 2018
For companies working in multiple languages across borders or cultures, the risk of inadvertently causing offence can be high. France’s President Emmanuel Macron faux pas in his thank you speech to Australia’s Prime Minister Malcolm Turnbull was an example of how just the smallest of translation errors can so easily cause major upset or ridicule, without proper checks in place and quality writers or interpreters providing support. The President was quick to laugh off the use of the word “delicious”, but to have made such an error in other countries could have been diplomatically disastrous. Here in the Middle East we tend to work in two languages – Classical (not colloquial) Arabic and (British) English. Arabic in particular has to be given the highest quality attention to make sure that what may be right to say or write in English has appropriate and accurate meaning in Arabic, which is often very different indeed. It is such an important aspect of our work across the GCC, Levant and North Africa – and companies that take short cuts or liberties with their approach to language are putting themselves at considerable reputational risk.
17th July 2018
Remember when the last big wave of tech revolution came? Were you by the shore? In case you weren’t, let me tell you what happened. It was 2009 and it so became that every imaginable question could...Read More
16th July 2018
Grayling’s Jon Meakin reflects on what happens when personal and corporate brands collide. Full disclosure: Up until a few years ago, Grayling represented Papa John’s in the UK. We did some great...Read More
3rd July 2018
So what exactly is dark social, and is it something brand managers need to be considering when devising their campaign plans? Quite simply, dark social is content sharing that takes place on private...Read More