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.
15th November 2018
As part of our #6x19 trend series, Klara Banaszewska unveils the emerging need for marketers to incorporate sound as a central focus in communication strategies… We’ve come a long way since...Read More
13th November 2018
Grayling’s European Head of Digital Campaigns, Reese Maabich looks into what happens when brands realise the potential of collaboration, in the latest post on our #6x19 trends forecast. There is...Read More
12th November 2018
Jon Meakin mourns the passing of a pop culture icon. I was deeply saddened today to learn of the passing of Stan ‘The Man’ Lee, founder of Marvel Comics and creator of such iconic figures as...Read More