Proud recipient of one of Adaptive’s Best Employer in Localization Awards!

Proud recipient of one of Adaptive’s Best Employer in Localization Awards!

Our mission at Attached – language intelligence is to guide and contribute to the personal and professional development journey of all our talent. This mission has now been recognized by Adaptive who awarded us with the BELA Award for Best Language Service Provider for Career Progression!

We achieved this award by creating a clear ‘career model’ that makes our talents’ paths more concrete. This model outlines a framework of the different career trajectories within Attached, which includes specialized directions, such as localization project management, content strategy and localization engineering. And we couldn’t be prouder that our efforts to support people in their growth and development have been recognized by Adaptive.

BELA_2022_Career_Progression
BELA magazine screenshot

To check out Adaptive’s publication and see a complete list of BELA winners, click here.

To broaden our mission and in partnership with Localization Academy, we are excited to launch Localization Project Manager Bootcamps starting in February. These are designed to fill the gap for students and juniors who want to make the leap to becoming localization professionals and will enable them to learn the necessary skills to launch their career path in this direction.

A big congratulations to all the winners of the BELA Awards!

Quote Eveline van Sandick:

One of my many mottos is “A day without learning is a day wasted”. I firmly believe that continuous learning as well as a constant perspective on how you can progress in both your personal and professional life are essential ingredients to be and remain ready for whatever the future will bring. It is my responsibility to make sure that my team members are enabled to achieve this.

Holiday cooking at Attached

Holiday cooking at Attached

Here at Attached, we have a good smattering of cultures, and most of our conversations over the lunch table revolve around food from our native countries. And let’s be honest: nothing beats our own homeland’s cooking.

These conversations inspired us to compile some of our holiday favourites – whether it’s grandma’s recipe or new traditions – and share them with you this holiday season. They range from yummy baked goods to fun side dishes. And some are just so good, you can make them the whole year round.

In all our years working with language and culture, we’ve found that nothing defines culture or brings people together more than food and holidays. Gathering around a table full of good smells, tastes and cheer conjures memories of past holiday celebrations and the promise of more to come.

From the Attached family to yours,
have a very merry holiday season and a great 2022!

Eat and be merry – holiday recipes from Attached

Loyalty & Awards Dubai

We are looking back with great pleasure on all the nice meetups, presentations and activities at #loyaltyandawards in Dubai.

Loyalty and awards Dubai
Loyalty and awards Dubai
Loyalty and awards Dubai
Loyalty and awards Dubai
Loyalty and awards Dubai
Loyalty and awards Dubai
Loyalty and awards Dubai
Loyalty and awards Dubai
Loyalty and awards Dubai
Loyalty and awards Dubai
Loyalty and awards Dubai
Loyalty and awards Dubai
Loyalty and awards Dubai
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A few take-aways that inspired us:

  • Dr Nejib Ben Khedher, #Emirates: our industry’s recovery comes in part from an increased level of personalized engagement with our customers.
  • Dr Nejib Ben Khedher, #Emirates: to scale up, work with others; don’t do it all yourself.
  • Mehdi Hemici, #Accor: client feedback clearly shows the importance of “show me you know me” – every day, while on the move and in destination.
  • Lays Laraya, #Kitopi: loyalty is emotional, not transactional.
  • Lisa Rott, #Deutsche Bahn: we got “back from hell” by 1) quickly adapting our communication to our members by focusing on the current and most important topics, and 2) always believing in our long-term strategy.
  • Ben Lipsey, #AirFranceKLM: don’t go too far to harmonize your experience; instead, find the right balance between universality and cultural diversity.
  • Rob MacLean, #Points: the loyalty landscape will change and grow drastically over the next 5 years since the mandate determined by our members has shifted.
  • Radhika Arapally, #SustainabilityStories: leverage loyalty for environmental responsibility – loyalty and sustainability are both goals for longevity.

Congratulations also to the winners of our Quiz during our workshop on Local Language Sells: Connecting with Your International Customers:
Folker Heim, Sayed Mohammed Aqdas and Ben Lipsey.

With a big Thank You to GlobalFlight for organizing this amazing live get-together again. We are already looking forward to next year’s event!

Bringing the sunshine

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We would like to warmly welcome 2 new colleagues to the Attached team: Paola Ferrantelli and Fiorella Mantovani!

Fiorella comes from the south of Italy, so maybe you wonder why she would leave such a sunny place? The answer may seem cliché but holds true for her: she has always had a curiosity and passion about new cultures and learning other languages. Dutch is her next endeavor and still a work in progress.

This love of culture and language motivated her to study Linguistics and Communication. After receiving her Master’s degree, she moved to the Netherlands for an internship in communication. During this time, she fell in love with the Lowlands and, despite the gray weather, decided to stay. Her career path moved into the digital arena, but her dream to work in a linguistic capacity remained alive.

“You can imagine how happy I was when I had the chance to work at Attached – from my very first interview I felt it was right! My current professional goal is to succeed in my role and provide both customers and colleagues the best service.”

Fiorella Mantovani

Among Fiorella’s other interests are cooking plant-based recipes, swimming, horse riding, long walks and nature. She values her time with friends and family, and she loves animals – so much so that she hopes to adopt a dog one day. Her next personal goal is to travel to another continent.

Paola also comes from the south of Italy – deep south that is: Sicily!

She decided to leave her beautiful country about 4 years ago driven by the extreme desire to travel and learn new cultures. With The Netherlands, she says it was love at first sight. During her studies she took part in the Erasmus Program in Leiden, where she fell in love with the picturesque canals, the beautiful Dutch houses and the open-mindedness of this country. So right after her Master’s degree in Languages and Literature she moved permanently to The Netherlands to start a new chapter of her life.

“I never stopped dreaming to work in a more linguistic area. So I’m very happy to start a new job in line with my academic background now. It’s a dream that finally comes true!”

She started her career in Tourism and Hospitality, upon which her career path moved to the digital field. Her current professional goal is to gain experience in the localization industry, learning and developing. With Attached, she looks forward to discovering the whole field of LPM work after which she can decide what she finds most interesting as a specific direction for her career.

Her personal goal is to travel around the world, learning about life while exploring new things. It excites her to visit new places, learn about different cultures, and see other people live a life that is different from hers. In her free time she enjoys doing sport, especially pole dancing and going for a walk, or going for a hike in the nature. Sometimes she enjoys just lying on a couch, reading a good book, watching a good movie, or listening to some music. On weekends, it’s all about doing short trips or spending time with friends and family. She is not a cat person, she says, but now lives with two kittens… what you don’t do for love!

Thanks, Fiorella and Paola, for bringing the sunshine with you and brightening up the office 😊!

WE ARE HIRING!

(Junior) Localization Project Manager

Localization Engineer

We’re looking to strengthen our team at our The Hague office with a (junior) localization project manager as well as a localization engineer.

Are you that organizational talent with a love for language, customer service and efficiency? And are you fluent in Dutch? Then the role of (junior) localization project manager may be the perfect opportunity for you to take your first steps in the exciting localization industry!

For the position of localization engineer, we’re looking for someone that lives and dreams localization technology, understands different file types and their impact on the localization process, and ideally also has a keen interest in workflows, API integrations and/or MT/NLP.

Curious? Get in touch with Eveline van Sandick to learn more about these jobs, or send your motivation letter and CV to .

I Meet Hotel Webinar with Matthijs Kooijman

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Building credibility with customers online 

In the spirit of our Do’s and Don’ts series, our Commercial Director, Matthijs Kooijman, was invited by I Meet Hotel to present a webinar about the challenges surrounding online localization in the hospitality industry. His message, however, applies to a much broader range of industries. After all, the common denominator across all sectors is building credibility with your customers – and localization is the direct route.  

Matthijs presents some data from CSA Research that shows the effectiveness of a winning localization plan. In short: companies that offer localized websites are simply more successful and create more customer confidence. If a website is only offered in English, you are undercutting your potential buyers by at least half.  

Conversely, poorly executed localization can have major repercussions for your customers, for example by sending them to the completely wrong destination! This does not help when you are trying to build a good reputation.

Bali… or is it Paris?

Getting the most out of localization 

Matthijs takes it even one step further by presenting examples of search term fails and how the benefits of doing good SEO and keyword research in other languages can majorly pay off.  

Hence, he covers a lot in just 17 minutes. A few other topics include: 

  • Cultural and emotional aspects of localization, or the Cultural Iceberg
  • The importance of a frictionless customer experience 
  • How investment in localization increases customer engagement and drives sales

And as Matthijs says, involving a localization professional from the beginning can save a lot of time and money in the process. If you are interested in knowing more about any of these topics, just get in touch with us.
We’d be happy to help! 

Local offices: essential for company knowledge

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Brand and product names… what do you do with them when moving into new markets? Do you leave them as is? Or do you adjust, translate or come up with a new name altogether?
This is a big question with big consequences. Get it right, and you can see big returns. Get it wrong, and you get a big fail.

Your localization partner, with local knowledge and expertise, can help identify what would work, what not and why.

At the same time don’t underestimate the role your own local offices can play. After all, they know their target audience and sales channels best.

Get the best of both worlds

Not only does your localization partner have the insights and inroads for helping you set up a system for locally validating your brand and product names with your local colleagues, together they can also combine all linguistic and commercial information needed to make the right decision.

Below are a few examples of how a little bit of localization could have gone a long way…

When Audi released the high-end electric car e-tron, they unfortunately didn’t do their research on the name in all markets and were receiving all kinds of strange comments on social media about the name in France. Why? The French weren’t too keen being seen driving around town in a car with the French word for ‘excrement’ on the back. The name ‘e-tron’ is very similar to the word ‘étron’, the not so luxurious word for that particular bodily function.

There are also quite a number of fails of Western companies launching brands and campaigns in China.

Here are two well-known examples:

Mercedes-Benz launched in the Chinese market using the brand name ‘Bensi’. This was bad advice as it translates to ‘rush to die’.

They eventually decided to call themselves ‘Bēnchí’ or 奔驰 which means ‘dashing speed’. Lots better!

Coca-Cola is one of the most recognized brands in the world. Unfortunately, it was off to a rough start in China. They translated their name to 蝌蝌啃蜡 which roughly means ‘tadpole chewing wax’. Not a good taste.

Want to make sure your message hits your target – in any language? Yet not sure where to start exactly with localization?
Here are 5 Do’s and Don’ts that you need to know.

Localization:
More than just language

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When moving your brand to new international markets, researching not only linguistic differences but also colours is a big ‘Do’.

Below you’ll find a few examples of the difference in symbolism in different countries and the importance of good localization techniques.

A subtle colour used mostly for accents in branding. It represents purity and cleanliness in many countries.

In some countries, like Japan and Indonesia, it is the colour of mourning and sadness.

Most used colour for international brands. Why? It has broad appeal by conveying positive attributes like trust, professionalism and security.

On the flip side, in some countries it represents sadness or depression.

In the West, orange represents energy, excitement and adventure and is generally a positive colour in many lands.

However, in the Middle East, orange is the colour of mourning and loss, and in Northern Ireland it has negative political connotations (see example).

Do your research when using red in some countries. In China, it’s good luck, so used for weddings and celebrations.

It symbolizes mourning and bloodshed in wars in South Africa. Western countries see it as excitement, passion and danger.

Localization Fail: Orange

Telecomm giant Orange ran a campaign in 1994 in Northern Ireland using the slogan: ‘The future’s bright… the future’s Orange.’ Sounds innocent enough, right? However, the campaign wasn’t performing as well as Orange had hoped until they researched the association the Northern Irish have for orange. It wasn’t the colour or the company but a protestant-operated organization called Orange Order. The campaign was inadvertently suggesting the future lies in protestant Britain. For the pro-separatist Catholic region of Northern Ireland, this brought up strong emotions and an aversion to this brand.

Not doing research on their brand in this specific market led to distrust and a major loss of revenue.

Localization Success: McDonald’s

When McDonald’s, the fast-food franchise, wanted to start opening across Europe, they took a look at how the colours in their logo would be perceived. In the US, the brand used red and yellow. To appeal to the European market, they substituted the iconic red for green.

What was the reasoning behind this decision? From their research, it showed that Europeans in general are more concerned with health and environment. Green was a better representation of this. Today, McDonald’s generates the most revenue of all the fast-food chains in Europe and is the most recognizable.

Easy conclusion: getting to know and studying new markets before they entered majorly paid off.

Want to make sure your message hits your target – in any language? Yet not sure where to start exactly with localization?
Here are 5 Do’s and Don’ts that you need to know.

5 Localization Do’s and Don’ts

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Want to make sure your message hits your target – in any language? Yet not sure where to start exactly with localization?
Here are 5 Do’s and Don’ts that you need to know. We’ll be expanding each one weekly with more details and examples to get you on your way.
Stay tuned!

Localization: an intrinsic part of your communication strategy

Leave translation and localization until the end of your content creation process.

Include localization as a critical part of your internationalization strategy. This allows time to foresee opportunities and bottlenecks in an early stage.

Localization: more than just language

Focus only on the linguistic differences.

Take account of all differences between target groups. This includes not only the tone of voice, salutation, form of address, local dialects and information density, but also design elements such as visuals, colours, symbols and even numbers.

Differentiation: more ways than one to approach your language portfolio

Adopt a one-size-fits-all approach to your language strategy.

For all your content channels, opt for a differentiated approach to localization. Consider elements like visibility, duration of use, degree of creativity, planning and budget to determine the best type of localization, such as translation, transcreation or copywriting.

Pseudo-translation: an ideal way to prevent obstacles from popping up before it’s too late

Second guess character count in design elements.

Include pseudo-translation in the design phase to check if the translation will actually fit. This ensures that translations with languages that are longer still look nice in the channel used.

Local offices: essential for local company knowledge

Underestimate the importance of determining which content should be validated locally and which centrally.

Consult closely with your language specialist, so that they offer workflows with a review step in targeted local markets to combine the best of your company’s central and local expertise.

It’s Lindsay, eh!

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Lindsay Coghill

We have happily added a Canuck to our ranks. Our newest Localization Project Manager, Lindsay Coghill from Canada, joined us in January, acclimating remotely and meeting most of the team through video calls.

Two-and-a-half years ago, Lindsay decided to make a change and move from her native land to the Netherlands. With no concrete plans and what was supposed to be a post-university gap year, the Lowlands turned into her new home.

Lindsay

“I’m very excited to be a part of such a creative and enthusiastic team!” Lindsay says.

“One of the great things about working with Attached is that even when working remotely, there’s always someone there to offer help.”

At an early age Lindsay developed a love of reading fiction and its power to create such immense imagery using language. This inspired her to specialize in English literature and history in university and ultimately to join our team as a Localization Project Manager.

Being able to begin this new adventure and combine it with her passion for language and culture makes Attached the perfect fit. She also provides extra insight about Canadian markets that correspond with our office in Toronto.
A huge bonus!