All posts by Sophie Howe

When marketing internationally, it’s easy to assume that a well-crafted, thoughtful campaign will have the same impact across multiple markets – but that’s not a given.

Marketers are well-versed in using emotion to convey a message—but does that emotional knowledge differ when our marketing spans multiple cultures?

Understanding different regional cultures offers critical insight for marketing managers. Culture is generally accepted by marketing researchers as one of the most important influences on buying behaviour.

We’re excited to share that for the past three years Comtec has been working with Aston Business School to support PhD researcher Ankita Tibrewal, on a unique piece of research sponsored by the Association of Translation Companies (ATC).

The world is more open than ever – although it may not feel like it right now. Digital advancements and a shift in the way we work means that expanding overseas and working with dispersed teams feels like a greater possibility.

When it comes to collaborating, there are often two schools of thought: two heads are better than one or too many cooks spoil the broth. Finding the balance between centralising your Internal Comms translations and keeping local-market teams in the loop, can be tricky.

How do you navigate international marketing during a pandemic when every country – even some individual regions within those countries – has been impacted differently?

We’ll start this blog with a word of caution: English is not a universal language. Whilst believing that won’t stop you ordering a croissant in Paris, it could be very damaging for a global workplace.

If you’ve looked around our website, you’ll have seen us talking about quality a lot. We are fanatical about it.