J.W.T and Wieden & Kennedy have teamed up with Native on a Nokia campaign that highlights the design and functions of the new 'Supernova' range of phones. The three-month transcreation project spans eight countries with the work going live on the web in October. The campaign has a very progressive, youthful tone of voice and Native's challenge was to capture that same tone of voice in every one of the different languages and cultures.
Three video concepts, in ten languages, in ten days was the challenge set by JWT Detroit on behalf of their client The Ford Motor Company. Native got motoring and earned the following praise : "Never stopped to properly thank you for all the amazing work. You and your company were absolutely great".
Native
Native believes that there is no translation without understanding local culture. This insight is key to our ability to help brands internationalise. At the heart of our service is a network of strategic planners and copywriters tuned into their local culture. They are led by a team of cross-cultural account managers in London who centrally manage the process, working closely with global marketing teams and creative agencies.
At Native we tap into our network of planners to provide local insight into consumer behaviour and attitudes to ensure strategies and campaigns are relevant across borders. Our copywriters' role is to develop the most impactful and persuasive transcreation of the original copy. Teenagers, doctors and gamblers see, and say, things differently, so we choose the members of our network who can tune into that particular group.
To complete the process we also manage in-market voice recordings as well as any legal and governance issues that need to be addressed before a brand appears in advertising.
At Native we tap into our network of planners to provide local insight into consumer behaviour and attitudes to ensure strategies and campaigns are relevant across borders. Our copywriters' role is to develop the most impactful and persuasive transcreation of the original copy. Teenagers, doctors and gamblers see, and say, things differently, so we choose the members of our network who can tune into that particular group.
To complete the process we also manage in-market voice recordings as well as any legal and governance issues that need to be addressed before a brand appears in advertising.
Meritxell Guitart
With her mastery of six languages and her high-spirited Catalan personality, Meritxell is an energetic leader of the Native Team. After growing up in Figueres she studied at both Barcelona University and the Sorbonne. Her passion for experiencing different cultures then led her through Italy, Germany and Sweden, before she reached the UK. Her client experience has included a year at Agilent Technologies and multiple translation assignments for Orange, Allianz, Barclays, Glaxo Smith Kline, Starbucks and Nikon. Her natural predisposition to luxury goods has also led to her working with Swarovski, Vertu and Jumeirah Hotels.
Dirk Simpson
Dirk joins Native after 4 years managing World Writers. He started out working with AMV/BBDO and Leo Burnett as communication director managing multinational campaigns for brands such as BT, Mars, Kellogg's, Walt Disney Theme Parks and McDonalds. His international advertising experience combined with 20 years of living in Italy and France have fuelled his enthusiasm for interrogating global brands' communications and managing cross-cultural campaigns.
Network 2.0 puts the focus on talent, not management overhead
Ad. agency networks have been good at delivering local insights and advertising translations all over the world, but less good at avoiding management overhead for each of those countries. "Network 2.0" is the title for the Native approach where the focus is on the talent, not the cost of the management. The "Network 2.0" process is streamlined, managed by one central team who directly work with native talent in the countries on local insight, copywriting and in-market voice recording. Fewer people are involved so the costs are always lower, and the quality is higher because the spotlight stays on the work, not the process of making it happen.
