Publicis' production arm Prodigious acquires Translate Plus to tailor global marketing campaigns

Translate Plus will allow Prodigious to more efficiently tailor its global marketing campaigns

Publicis Communications’ cross-media production house, Prodigious, has acquired Translate Plus in a move intended to accelerate the localisation of Prodigious’ global business.

The acquisition will allow Prodigious to more efficiently tailor its campaign and marketing assets through access to Translate Plus’ in-house translation and transcreation services.

With an increasing part of Prodigious business requiring localising content across different markets, the need arose for a translation service able to provide transcreation, a specialism that consists in translating creative copy, which unlike traditional translation, requires several different translations of the same copy with back-translations and rational. This is in turn will ensure Prodigious’ creative copy is optimally conveyed, while being culturally relevant to local markets.

Translate Plus has access to a network of 9,000 specialists in translation and transcreation, across 200 languages and markets.

Jean-François Valent, chief executive of Prodigious worldwide, described the acquisition of Translate Plus as “an invaluable addition to our services”.

“We share with them the belief that brands need global efficiency with local market intelligence. With our network of 40 production locations worldwide now complemented by 4,000 native-speaker copywriters and editors, 5,000 specialist transcreators, covering 200 markets globally, we are in a unique position to deliver on our promise.”

Per Severinsen, Danish co-owner and managing director of Translate Plus, added: “This acquisition marks an extremely important milestone in our journey as we aim to become the largest language services partner for global brands. Extended reach is one thing but the additional knowledge pool Prodigious will give us access to, provides us with a true advantage which we aim to leverage to the maximum.”

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