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Interactive agency Modem Media is charged with running an ad banner campaign for HP Omnibooks and printers out of their San Francisco and London offices. Our role is to localize the copy to five European languages. We work from provisional designs and copy decks, and deliver the translated copy to Modem Media where the art production is finalized.
Linguistically, banner localization can be our most challenging assignment. In English, a copywriter has distilled an entire marketing strategy down to two or three brief phrases where the play between words, images and pop culture is designed to delight and invite. Our linguists must achieve the same effect in their target cultures, usually by analogy, not literal translation. They then back translate and explain their work so that Modem Media's creative team can understand how the message was adapted.
To price our work for banner translations, the usual pennies-per-word model that we use for large websites doesn't apply. Rather, we maintain a rate card showing a fixed price for each of the standard banner types specified by the Advertising Council. Our fixed rates make it easy for you to budget for a banner or an entire campaign.
| Source language: |
English |
| Target languages: |
Dutch, French, German (Germany), German (Switzerland), Italian, Spanish |
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