Management Briefings

1. Dear Signore or Madame - A quick start to localizing international direct marketing campaigns

Gordon Husbands, VP, Worldwide Sales, takes a brief look at some of the specific challenges associated with the localization of global direct marketing campaigns including some of the different laws that apply to direct mail in each country.

2. Getting the Client Localization Brief Right - How to avoid the GIGO syndrome, achieve deadlines and keep costs down

Claire Ingram, Assistant Director, Production explains the importance of a good client brief to ensure a successful outcome for localization projects. She provides a template for the content of the brief, explains the time and cost implications of making changes, the importance of good communication between all parties, and offers ten golden rules for client briefing.

3. Multilingual Multimedia Comes of Age – Mastering interactive communications localization

Darja Le-Blond, Strategic Account Manager, offers some guidelines on how to tackle the major challenges of interactive media localization for CDs, DVDs, computer games and websites and reveals the processes that Wordbank uses to manage these highly complex, multilingual projects.

4. Getting the QA Balance Right – Reconciling QA Best Practice for marketing communications localization with the market demand to cut costs and timelines

Monica Basting, Assistant Director, Linguistic Services, explains the prerequisites for achieving QA best practice and how quality can be maintained throughout the localization process. She demonstrates how Wordbank’s proven methodology for achieving natural, accurate and persuasive communication can be adapted to meet the client’s ever-increasing demand for shorter timelines.

5. Successful Website Globalization – an introduction to designing and building multilingual websites

Lindsay Johnson, Assistant Director, Technical Services provides guidance on the key issues to be considered when creating a multi-lingual website. These include the development of a strategy, setting communications objectives, and agreeing the architecture model. She also offers good advice on design and layout issues, encoding, fonts, graphics, language selection and creating the source content.

6. Don't Start a Riot - How to successfully adapt global messages for local cultures

The presentation analyses the reasons why international campaigns go awry, presents three case studies of successfully adapted advertising campaign, and offers Best Practice guidelines for localizing advertisements.

7. Centralization or decentralization? - A brief review of the two approaches to advertising and marketing communications localization

8. Speaking the same language as your customers - Meeting the challenge of multicultural communications

This management briefing examines the main linguistic and cultural drivers that can affect global marketing and how these influence our response to international markets. It will also offer some best practice advice for tackling multicultural advertising, direct mail and websites.

9. Get Ready to go International - The Wordbank guide for ensuring that source content and design for marketing communications are suitable for internationalization