Creative Ideas, Local Markets, Happy Clients: Getting content right in every language

A creative agency develops a brilliant campaign in English. The strategy is sharp, the tone is right, the content has been carefully crafted.

Then the brief expands. The campaign needs to launch in 10, 15, or more markets, and localisation suddenly becomes a production step: files go out for translation, local teams start asking for changes, and before long the agency is managing rounds of rewrites that were never planned into the timeline or the budget. All because the translation was accurate, but somewhere along the way it lost the emotional impact of the original.

In this on-demand session, our Head of Commercial, James Brown, shares a practical look at why creative content can lose its spark in translation, and how agencies can plan for localisation from the very start, protecting both the work and the client relationship.

In this short, practical session, we explore how creative agencies can approach localisation with more confidence when campaigns launch across multiple markets.

You’ll discover:

• Why global campaigns go flat in other languages – the five most common reasons
• The real difference between translation and localisation, and why it matters for creative work
• A simple three-question framework for matching localisation effort to a piece of content’s value
• Comtec’s four localisation solutions, from AI-led MTAP through to full transcreation
• Where professional linguists add the most value as the “brand guardians” of your creative content
• When AI-supported workflows genuinely help, and when they put brand voice at risk
• Practical tips on pricing, scoping and briefing localisation into client proposals

This is a practical session, built around real agency scenarios.

🎥 Watch the full recording

• Brief localisation in at the start of a project, not at the end.
• Translation makes content accurate. Localisation makes it land.
• Use a simple framework – emotional weight, brand proximity, cultural references – to spot content that needs extra care.
• Match effort to risk and reward with four solutions: MTAP, human post-editing, fully human translation, and transcreation.
• Professional linguists are brand guardians, protecting tone and cultural nuance in ways AI can’t.
• AI works well for high-volume, lower-risk content. Brand-critical copy still needs human expertise.
• Define languages, assess creative sensitivity, and brief clear brand guidance at proposal stage.
• Agencies that raise localisation early see smoother delivery and more profitable campaigns.

If you’re thinking about:

• Scoping localisation into a pitch or proposal for an upcoming global campaign
• Deciding which content needs transcreation versus straightforward translation
• Building AI into your localisation workflow without losing brand voice
• Getting a second pair of eyes on a client’s existing multilingual content
• Or simply wanting a clearer framework for pricing and scoping localisation with clients

Contact us today to talk through your next global campaign or if you’re interested in these extra resources from the session:

📄 Localisation Project Planner for Creative Agencies

✅ Planning Checklist for Creative Agencies