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McCann Riga, part of the McCann Worldgroup – one of the largest advertising agency networks – is a reputable creative agency in Latvia. From their home in Riga, the agency works with clients across the globe on campaigns that expand and introduce brands internationally.
To support their clients who are expanding to new geographic markets, the creative teams at McCann Riga often seek help with translating and adapting creative campaigns – especially for languages neither they nor the client speaks.
One such case was when they had a rebrand project from a big pharmaceutical company land on their desk. Timing was critical; this client needed on-point localization and a swift turnaround.
When Liene Meistere, Account Director at McCann Riga, came to us, she was looking for a partner she could trust that could guarantee quality, creativity, and pharma field expertise all in one.
They needed website copy to be translated and localized into Czech – a language nobody in McCann Riga or the client’s side could speak.
“Once I need Czech or any other language that I don’t know, I need a reliable partner for that – I definitely can’t count on AI when I have to provide the best service for my client.”
They quickly realised any other approach – a mix of freelancers and AI – won’t cut it. They couldn’t afford the time to get quotes and weigh options, or the risk of using AI translations.
“We have this database internally that I would search for third parties and freelancers we’ve worked with before. I would ask colleagues, get reviews and prices. This usually works for shorter texts like taglines or ad copy, but for anything of a bigger volume, we definitely don’t want to trust a single freelancer.”
It came in clutch that we had already done some small work previously, and other colleagues at McCann Riga had recommended us.
“Other colleagues who had small collaborations with you were happy with your work.”
With marketing campaign translation, there isn’t a one-size-fits-all. Recognising that creative execution was just as important as speed, we needed a team that was available immediately and could nail the creative brief.
We presented Liene with a few options and detailed the benefits of each, keeping the end client’s needs at the forefront. Together, we chose the most suitable way forward and we got to work.
“I was surprised in a good sense how fast you were able to produce those texts. It usually takes a long time when working with a third-party, so it was nice to get the texts so fast.”
Building trust in localization is hard because it needs to happen in a live environment.
Field expertise, the ability to start small, and our quick and personal approach were the things that helped Liene and colleagues feel more at ease – and confident to commission this bigger project.
The result was a happy client for Liene and McCann Riga, and a newfound confidence. They see a partner in Native that could help them save time and help those high-volume translation projects go smoothly.
“I don’t need translation daily, so when I do – I always have to think which partner to choose. But now I have Native as a reliable partner, I don’t have to spend time choosing between options. This saves me and my colleagues a ton of time.”
“In the end, it is all in our name. So, when we can trust the quality of your translations, our clients can trust us – and this goes a long way.”
-Liene Meistere, Account Director, McCann Riga
For McCann Riga, having a translation and localization partner opens a world of possibilities. A client wants to run a campaign in China? No worries. They are now better equipped to service those bigger clients that work in multiple markets.
“The idea of being able to work with any client in any country is nice for us – it gives us a competitive edge. In the end, it all comes from McCann’s name – so when we can trust the quality of your translations, our clients can trust us.”
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