Creative Production

Localization: Six key lessons learned over fifteen years

Start at the Beginning

“….it has proved invaluable to ensure that the localization agenda is represented from the very start (and at all stages) of the communications development process”

Back to the Future

Looking back, the first observation I’d make is that more than being a simple retrospective, I believe that even now, these six core principles are the tenets for a successful approach for clients and agencies alike when considering localization.

1. Move Localization Upstream

First and foremost, it has proved invaluable to ensure that the localization agenda is represented from the very start (and at all stages) of the communications development process. Key questions to ask from the outset are:

• Is the insight universal?
• Will the concept travel?
• Will executions resonate with local consumers?
• What can be implemented in pre-production that will oil the localization wheels?

Ensuring that the localization agenda is included at every stage pays dividends in terms of effectiveness, efficiency and economy. Localization should not be viewed as a downstream, largely executional component of the communications system because, if it is, the benefits will be limited.

2. Get Everyone on the Bus

Beyond the practical and process considerations of localization, it is imperative to ensure that all stakeholders are fully aligned. Principally these might be:

• Client disciplines (management, marketing and procurement)
• Client geographies (central, regional and global)
• Client’s agencies (strategic, creative and specialist)

These must all be as one in their understanding of the objectives, strategies and operational approaches that sit beneath the localization agenda. All for one and one for all unlocks the true potential of localization programs.

3. Think Global, Act Local

Of course, the success of the localization program will stand or fall on the quality of the work that is put in front of local consumers. While much of the process and production can (and should) be centralized (or regionalized), there are some components that should stay local to ensure quality and authenticity.

We also passionately believe that to deliver really effective localization you need to ensure that:

• Cultural consultancy should be delivered by in-market strategists.
• Language services should be delivered by in-market writers.
• Talent, where required, should be cast and recorded in-market.

By the way, having the right pool of in-market talent, something we pride ourselves on at eg+, to compliment central/regional resources of scale and sophistication is, in our view, the recipe for success.

4. Make Localization a Specialist Subject

As localization services become more widely used by client organizations, let’s not forget that it remains very much a specialist service. On the face of it, the components of localization seem pretty straight forward, as the old adage says “it’s easy when you know what you’re doing” really does apply. But there are a myriad of complexities and nuances to be found, for example

• In evaluating concepts on their localization potential
• Carrying out a pre-production consultancy to drive efficiency (and avoid later pitfalls)
• Ensuring there are the rigours and discipline to deliver consistent messaging that still resonates and feels locally authentic
• And finally, the practical challenges of localization production (language inflation, hitting synch points, matching motion graphics, making seamless editorial changes to reflect market needs, etc.) and the management of regulatory approvals to name but a few.

5. Embrace Anomalies

While the benefits of a program of localization can be significant (in terms of consistency, compliance, control and cost) we’ve learned that, of course, there will be challenges to the system and these should be embraced rather than ignored. The priority is to have:

• The versatility to create appropriate operating models.
• Approval protocols.
• And commercial models that can be flexed to ensure that all markets and stakeholders have an approach that works for them.

6. Broader is Better

Over the years in which we have been providing localization solutions, much has changed, be it digitization, channel fragmentation, the breadth of asset types, the growth of eCommerce or the opportunities afforded by technological innovation.

This change represents an opportunity not a concern. By bringing more assets into the localization system and embracing new approaches, the benefits are amplified – assets are utilized more widely, cross-channel language and production services efficiencies are achieved, brand consistency is enhanced, and economies are multiplied.

About the author

Simon Toaldo is President International at eg+ worldwide. You can contact Simon at Simon.Toaldo@egplusww.com