Language Unlocked: Issue 12
James Brown
Head of Commercial @ Comtec Translations - a B Corp Language Localisation Agency | Marketing Localisation Expert, helping B2C/B2B brands and agencies thrive internationally
Hello reader,
Spring has finally sprung, and I’m back with Issue 12 of Language Unlocked, your monthly dose of insights, facts, expertise and fun from the exciting, ever-evolving worlds of language, culture and localisation.
This month, I’m sharing with you two excellent thought leadership pieces our team have been hard at work on:
Check below for an overview and link to each article, and please share any comments, feedback and requests for future issues.
I’ll be back in a few weeks with issue 13 of Language Unlocked!
Happy reading!
Best wishes,
James Brown, Head of Commercial
Comtec Translations
Global growth in the digital age: The case for Continuous Localisation
The way we do business today moves fast—faster than ever, in fact, with global e-commerce projected to grow by 9.5% annually between now and 2029.
And the truth is that for many businesses, traditional localisation methods just can’t keep up.
As more and more companies try to reach audiences worldwide, it’s clear that we need a better, faster solution.
Enter the era of Continuous Localisation, a groundbreaking shift in how businesses manage localisation workflows. Already adopted by some of the world’s leading global brands, this approach is now becoming accessible to companies of all sizes, setting a new standard for the industry.
In this article, we’ll look at how the needs of international companies have changed, where traditional translation processes are falling short, and how and where it makes sense to adopt a continuous localisation approach:
Talking to Gen Z: An International Guide - Creating multilingual content that resonates globally
As Millennials and Gen Z rapidly become the world’s largest consumer group, brands need to master the art of multilingual, culturally sensitive marketing. These generations are not only digitally native but also more diverse than any generation before them.?
This guide explores the unique challenges of designing messaging campaigns targeted at a global Gen Z audience, from cultural differences to tone of voice, and provides actionable solutions for creating localised campaigns that resonate with this complex, exciting and unique demographic.?
Whether you’re building marketing campaigns, customer service programs, or internal communications, understanding these nuances is the secret sauce to creating messages that resonate, drive brand trust and loyalty, and ultimately do a better job of connecting with your target audience. Discover more below.
About Me
I’m James Brown from Comtec, the UK's first B Corp-certified translation and localisation agency. A life-long language lover and speaker of French, German and Spanish, I’ve been working in the translation industry for over 13 years. Having previously spent 4 years in the role of Head of Operations, I currently work as Comtec’s Head of Commercial, focussing on all things clients, new business and marketing. I am also Vice Chair and Business Sustainability and D&I Ambassador for the Association of Translation Companies (ATC).
About Comtec
Within the localisation industry, we're known as the language experts. And you won't find a team more passionate about language than Comtec. With more than 40 years' experience across 250+ languages, we understand the challenges of our clients' industries and what it takes to succeed, fast. We're a team of brilliant, commercially-minded language and culture experts who lean into technology to deliver the most engaging messages to any audience. We're also the first localisation agency in the UK to be a certified B Corporation!
Translator | Spanish > English | Helping Build the UK Economy with High Quality Language Services | Sector Leadership
2 周Hi James, this makes really interesting reading. Thank you!