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Transcreation & Language Services

Transcreation & Language Services

Transcreation is at the heart of our international implementation process, helping our clients deliver powerful, locally relevant advertising copy to markets all around the world. A world leader in transcreation, we understand the importance of striking the right balance between global brand identity and connecting with end-consumers in the local markets. Multicultural teams in each of our offices work with a global network of talent based in their home countries: over 3,000 native experts ranging from bilingual copywriters, copy editors and sector-specific translators to strategic and digital planners, journalists and bloggers. Integrating our production workflows with best-in-class transcreation technology, terminology solutions and talent management means we can optimise both quality and efficiency.

Language Technologies

Hogarth has succeeded by departing from traditional ways of working. Our approach to transcreation is a good example. Transcreation is usually handled separately, as a sideline to the production process. Integrating language technologies at the center of the production workflow enables us to drive efficiencies, reduce cost and improve turnaround times. To process localization requests, we work not from a copy deck but directly from the master asset, streaming the extracted text through our XML-driven localization workflow and automatically reflowing the translated copy back into the original master asset – maintaining all original formatting – whether it’s a 200-page catalogue or a code-based digital file.

Localization Engineering

Localization engineering is the process of taking apart the development environment of a master asset to extract all translatable content, and then putting it back together following translation. Expert and careful pre- and post- processing by our team of in-house localization engineers is critical to ensure that all elements are captured. Every project, regardless of size, is processed as a whole. Source files undergo parsing and prepping, including a pre-flight check, ensuring text within images and other binary assets is extracted or made editable, and adjustments are made to the layout to accommodate text expansion due to the translation.

Translation Memory

Translation Memory Technology

A Translation Memory (TM) is a database of previously translated and approved content in the form of segments. These segments can be words, headings, complete sentences, or even elements in a list. Each Translation Memory stores these segments in source and target language pairs called translation units, which can be reused to assist translators and ensure brand consistency over time and across assets. All of our Translation Memories are client- or brand-specific, and are maintained and updated at the end of each project.

Terminology Database

Terminology Database

Effective terminology management is a vital part of brand guardianship, ensuring that key terms are used consistently across all communications and all channels. Terminology management involves extracting terms from new and existing content, collecting the preferred equivalents in the target languages and building Terminology Databases (“termbases”) for each brand. Our termbases are fully searchable and linked to the corresponding Translation Memory; our writers are automatically prompted each time a new sentence contains an already-approved term. This automated process not only maximizes quality and consistency, but also increases productivity.