Marketing Translation - AJT

Going green in Germany: How sustainable brands can flourish in a growing eco-market

Environmental responsibility has never been more imperative. While climate change is challenging everyone to think about their own contribution to creating a better world, from an economic point of view, ecological awareness is also increasingly informing decisions of consumers and companies alike. Buyers want their shopping to be sustainable, and brands are promoting their green


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


Celebrating the role of the professional human translator

With the advances in machine translation, AI and machine learning, we’d be forgiven for thinking that the role of the professional human translator is becoming increasingly marginalised and under threat. At the same time, as linguists and professionally trained translators, we understand the art of translation better than anyone, the processes involved, the cognitive skills required and the