LEAP London

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Asset management firm, Vanguard commissioned LEAP to provide transcreation and artwork services to localise a multichannel campaign to promote their Advisor Support service in Germany. To complete this project, LEAP Language and Culture worked with Vanguard’s European headquarters in the UK, their advertising agency, and the client’s German office. A key challenge was to maintain the balance between campaign and brand cohesion across all markets while ensuring that the marketing materials were specifically localised for the target audience.

The investment habits of customers in the German market were different from those in the original UK market, so a transcreation rather than simple translation approach would be required. LEAP’s transcreation account managers organised their in-market experts to provide localised copywriting and proofreading. Specialist experience within the finance sector, as well as local-market expertise, ensured effective transcreation of the client’s written text in the brochure, digital and press ads as well as voice over scripts.

The different emphasis on particular services across markets affected the artwork as well as the copy, so LEAP’s artworkers adapted graphic elements and reshuffled the brochure’s page order accordingly. LEAP’s digital designers worked with the transcreated copy and artwork guidance to create digital banner ads for Germany.

Tight timings meant that LEAP needed to work on the German versions before the British marketing materials had been finalised. LEAP’s integrated production teams worked efficiently to guarantee that all campaign assets had final approval from key stakeholders across both markets and would meet delivery deadlines.

LEAP is the leading independent creative production specialist in the financial services sector and continue to provide integrated production services to Vanguard.

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