Anja Jones, Author at AJT

The power of storytelling in marketing (and the importance of thoughtful localisation)

Recently, we came across an article where two friends were discussing Alfonso Cuarón’s movie, Roma. They were debating the narrative’s pace and style. Friend 1, being an Anglo-American, thought it was too slow, and too visual. Friend 2, felt that it was a beautiful movie that reminded him of his upbringing in Latin America. It

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Choose your words wisely

We all know that words can take on completely different meanings when directly translated into another language. Not only does the meaning of the individual words change, but so can their context when grouped together. For example, we would say, ‘I made a mistake’, but wouldn’t say ‘I did a mistake’.   Beyond the word

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Why your business needs transcreation services

Long gone are the days when global brands needed to ‘just translate’ their marketing content. Today, customers expect content that personally appeals to them, and in response, brands need to strive to create messages that can really resonate and connect with their audience. If your company is eager to enter new European markets then it

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Ethical translation: What is it and why does it matter for you and your clients?

Localisation through translation is the service we provide. But it’s what goes on behind the scenes to provide that service, and how our service is ultimately used, that makes it ethical or unethical. The role of ethics in the localisation and translation industry is critically important. As an agency looking to outsource to a localisation

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Collaborative translation: How New Zealand’s translators came together to translate the country’s founding document into 30 languages

It’s not often that I get goose bumps during a presentation at a language industry event. But as I sat and listened to Mandy Hewett’s talk entitled ‘Collaborative translation for the future of New Zealand’ about a group of volunteer translators who set out to translate one of New Zealand’s most important documents into 30

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What is transcreation?

What is transcreation, how does it work and when should you opt for transcreation rather than translation to localise your content? Here’s a quick guide for you. What is transcreation? Transcreation (also called creative translation) is a process whereby we take your creative copy and turn it into something equally as emotive and engaging in

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Top marks for AJT

We’ve just completed our first annual client satisfaction survey. 37 of our active clients took part and they gave us an average rating, for our translation quality and customer service, of 9.4 out 10. We’re super happy with that result. Thank you to everyone who took part and provided us with feedback – it’s much

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Supporting our team in a time of crisis

Watching the crisis unfold in Ukraine is harrowing and has left many of us feeling helpless, anxious and angry. Even though we have no business ties to Ukraine or Russia and none of our team members are based in either country, we feel personally and deeply affected by what’s going on. After all, we are

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