ITI Scottish Network invites you to its autumn workshop:
MARKETING TRANSLATION Requirements, challenges, opportunities, skills and techniques
with BRUNO COMBART
To be held at
City of Edinburgh Methodist Church, Edinburgh
on Saturday, 7 October 2023
Registration/foregather (tea/coffee available)
Workshop (part 1)
Workshop (part 2)
End of workshop
Lunch at Ciao Roma
Venue & Lunch
The workshop will take place at the Nicolson Square Methodist Church, Nicolson Square, Edinburgh EH8 9BX. The venue is off Nicolson Street (South Bridge), about 10 mins walk from Waverley Station. For lunch, we will be going to the nearby Ciao Roma Italian restaurant (64 South Bridge, EH1 1LS).
“It’s word-for-word”, “I can’t use this for my campaign”, “It’s Google-translated”… Marketing professionals have little time for literal translations. And they’ll express their displeasure in no uncertain terms. They’re a tough crowd to please.
All marketeers want is a translation that engages their target audiences and speaks their language. It requires you to put yourself in their shoes, and move from a source-centric posture to a target-centric approach. To think more as a communicator than just a translator. It’s not about translating words, it’s about translating ideas and concepts.
Whether you call it marketing translation, transcreation or else, this approach doesn’t make our job easier, but it certainly makes it a lot more fun! And as MT/PE continues to gain ground, it is a key differentiator for professional translators.
The first part of our workshop will focus on the requirements, challenges, opportunities, skills and translation techniques Zeitgeist translators use in their day-to-day work in the field of tech marketing translation. We will then dive into a more hands-on translation exercise based on some of the texts we’ve translated recently.
Bruno Combart, Founder and Managing Director at Zeitgeist
Born and raised in France, Bruno lived in Austria and Germany before moving to the UK in 1998. As an Account Manager for a B2B marketing agency in London, Bruno would drive multilingual campaigns for brands such as HP and Microsoft. Working with his clients’ preferred LSPs, Bruno realised how literal and uninspired the translations were. He would spend a lot of time editing, sometimes rewriting the French versions – and the client feedback was positive. Zeitgeist was born. Celebrating 20 years this year, Zeitgeist has localised high-visibility campaigns for some of the biggest names in the tech industry, while staying true to its boutique agency spirit.
ITI Scottish Network members: free
ITI members (but not ScotNet): £10
Non-ITI members: £25
Please indicate the relevant amounts on the registration form.
Participants will be able to pay for their meal individually at the restaurant.
To register for the ITI ScotNet Autumn Workshop 2023, please either fill in this form online and return it to email@example.com and make the payment online, or print and fill in the form manually and post it, together with a cheque for the relevant amount, to Norma Tait, 16/12 East Pilton Farm Rigg, Edinburgh, EH5 2GE. Please register by Friday 22 September 2023 at the latest.
If you can offer or would like a lift or overnight accommodation, please post a message on the ScotNet e-group or let Victoria know by emailing firstname.lastname@example.org.
5 x £30 grants are available for ScotNet members living outside the central belt who wish to attend this event. Please email Victoria Dalrymple on email@example.com to apply for a grant.
To find out more about joining the network, please contact ScotNet Membership Secretary Sue Anderson on firstname.lastname@example.org.