Advertising copy must always meet three criteria: originality, appeal and image enhancement. Invariably, these are texts that have been carefully crafted in the original language by skilled copywriters.

Translating these texts into another language requires the same skills: brainstorming and discussion are both necessary in order to come up with the ideal word or phrase that captures the essence of the original.

These sessions will often include the authors of the original texts and will always be conducted according to the client’s initial brief.