A Canadian advertising agency with prestigious global accounts needed a flexible language partner to meet its exacting copyediting requirements.
About the client
A global name in advertising, our client serves some of the world’s biggest accounts, working as a team from locations time zones apart to meet deadlines. Volume often exceeded in-house availability, and there was a need for wider expertise, both in terms of languages and experience.
Background/challenge
The client produces large quantities of client presentations and copydecks. These require careful editing, often on very short notice and outside business hours. They also may entail languages other than English and French.
Finding qualified resources to do this work was a time-consuming (and not always successful) task. Few freelance resources had the level of creative expertise needed to transpose concepts into other languages or adequately edit existing copy.
At the same time, client expectations had risen. The quality of the agency’s written materials needed to reflect the quality of its creative and strategic work.
The agency tried hiring in-house resources to meet its needs, but still faced issues:
- Work volume often exceeded availability.
- There was a need for wider expertise, both in terms of languages and experience.
- Night and weekend work was problematic.
The client needed a solution that combined availability and flexibility with language expertise and speed of execution.
Outcome
TRSB subsidiary Anglocom was a natural fit due to its extensive experience on advertising accounts. Anglocom also had the resources of TRSB’s multilingual division at its disposal.
Anglocom set up an in-house team of English and French copyeditors and translators ready to spring into action whenever the need arose. As experienced copywriters too, Anglocom’s linguists could bring their own ideas to the table, suggesting approaches for the client to consider. The project managers ensured the resources were available as needed on nights and weekends.
The client now views the Anglocom team as an extension of their in-house team.
- They now have access to a team of language experts right around the world who are capable of working with their creative concepts and branding initiatives.
- Anglocom’s fast, turnkey service on a big job in Korean proved a huge help.
- Anglocom provides quick, efficient turnaround on a weekly job for a major retailer, performing an important quality-control step before the copy heads off to the graphic designers.
Feedback
“Clients have noticed the higher quality, and that makes us look good. They can tell we’re paying attention to detail. And we feel supported and like we’re getting the advice we need.”
