Engine 02 · Localise
Localisation Engine
Localisation Engine
Turns one approved master into market-native versions. Every language, no new shoots.
Approved master received
10 markets briefed
Native review · ready to publish
Film · One master, ten markets · 1:05
Market lead
Berlin
The DE cut reads like we shot it here. Ship it.
The problem it solves
The problem it solves
Every market needs its own version. Not another production.
Every market needs its own version. Not another production.
Global creative rarely survives translation. Markets end up rebuilding assets locally, or running work that was never made for them.
Global creative rarely survives translation. Markets end up rebuilding assets locally, or running work that was never made for them.
Translation isn’t localisation
Translation isn’t localisation
–
–
Words get swapped, but references, formats and tone stay foreign. The audience can tell.
Markets rebuild from scratch
Markets rebuild from scratch
+
+
Local teams redo the same asset in parallel because nobody shares a master. The budget gets spent five times over.
Brand drifts country by country
Brand drifts country by country
+
+
Each market adapts in its own way. A year later, the brand looks like six different companies.
Translation isn’t localisation
–
Words get swapped, but references, formats and tone stay foreign. The audience can tell.
Markets rebuild from scratch
+
Local teams redo the same asset in parallel because nobody shares a master. The budget gets spent five times over.
Brand drifts country by country
+
Each market adapts in its own way. A year later, the brand looks like six different companies.
DE copy · round 4
FR team reshooting locally
Logo lock-up wrong in 2 markets
DE copy · round 4
FR team reshooting locally
Logo lock-up wrong in 2 markets
How it runs
How it runs
Localisation, run as a system. Not a favour from each market.
Localisation, run as a system. Not a favour from each market.
Approved masters are adapted for every market on a fixed rhythm: language, format and cultural fit, checked against Brand Brain. Your markets review. They don’t rebuild.
Approved masters are adapted for every market on a fixed rhythm: language, format and cultural fit, checked against Brand Brain. Your markets review. They don’t rebuild.
01
Adapt
From the approved master
Every master arrives with its brief and Brand Brain rules, so adaptation starts from intent, not guesswork.
02
Version
Language, format, culture
Native writers and editors cut each version: copy, supers, aspect ratios and local references.
03
Review
Checked with each market
Market leads approve in one place. Approved versions move straight on to distribution.
Master received · 0:06
DE cut · 0:10
Market review · 0:08
Approved · ready to distribute
Master received · 0:06
01
Adapt
From the approved master
Every master arrives with its brief and Brand Brain rules, so adaptation starts from intent, not guesswork.
Master received · 0:06
01
Adapt
From the approved master
Every master arrives with its brief and Brand Brain rules, so adaptation starts from intent, not guesswork.
→
DE cut · 0:10
02
Version
Language, format, culture
Native writers and editors cut each version: copy, supers, aspect ratios and local references.
→
DE cut · 0:10
02
Version
Language, format, culture
Native writers and editors cut each version: copy, supers, aspect ratios and local references.
→
Market review · 0:08
Approved · ready to distribute
03
Review
Checked with each market
Market leads approve in one place. Approved versions move straight on to distribution.
→
Market review · 0:08
Approved · ready to distribute
03
Review
Checked with each market
Market leads approve in one place. Approved versions move straight on to distribution.
Master received · 0:06
Master received · 0:06
→
DE cut · 0:10
DE cut · 0:10
→
Market review · 0:08
Approved · ready to distribute
Market review · 0:08
Approved · ready to distribute
01
Adapt
Adapt
From the approved master
Every master arrives with its brief and Brand Brain rules, so adaptation starts from intent, not guesswork.
02
Version
Version
Language, format, culture
Native writers and editors cut each version: copy, supers, aspect ratios and local references.
03
Review
Review
Checked with each market
Market leads approve in one place. Approved versions move straight on to distribution.
On repeat, every month
Then again next month, sharper
On repeat, every month
Then again next month, sharper
Week 1 · Brief
Week 1 · Brief
Week 2 · Produce
Week 2 · Produce
Week 3 · Approve
Week 3 · Approve
Week 4 · Hand off to Distribution
Week 4 · Hand off to Distribution
The Golden Triangle
The Golden Triangle
Every decision should make social more efficient, more scalable, or more sustainable.
Every decision should make social more efficient, more scalable, or more sustainable.
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Creative Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Localisation Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Distribution Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Activation Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Conversion Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Intelligence Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Creative Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Creative Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Creative Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Localisation Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Localisation Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Localisation Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Distribution Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Distribution Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Distribution Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Activation Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Activation Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Activation Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Conversion Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Conversion Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Conversion Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Intelligence Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Intelligence Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
Intelligence Engine
Three tests. One standard. If a decision doesn’t pass at least one, it isn’t worth making.
The outcome
The outcome
Every market speaks the brand, in its own language.
Every market speaks the brand, in its own language.
Ten markets live from one production, at a consistency local teams couldn’t reach alone.
Ten markets live from one production, at a consistency local teams couldn’t reach alone.
Ten markets live from one production, at a consistency local teams couldn’t reach alone.
Within the full system
Paired with the Distribution Engine, this goes live everywhere.
Within the full system
Paired with the Distribution Engine, this goes live everywhere.
On its own, the Localisation Engine gives every market work made for it. Inside the system, each version is scheduled, published and tracked on every channel, without another handover.
On its own, the Localisation Engine gives every market work made for it. Inside the system, each version is scheduled, published and tracked on every channel, without another handover.
01
Create
01
Create
→
→
02
Localise
02
Localise
02
Localise
02
Localise
→
→
03
Distribute
03
Distribute
03
Distribute
03
Distribute
→
→
04
Activate
04
Activate
→
→
05
Convert
05
Convert
→
→
06
Learn
06
Learn
→
→
07
Decide
07
Decide
10 market-native versions
Localisation Engine
→
→
hands off to
→
hands off to
NL
NL
NL
DE
DE
DE
FR
FR
FR
ES
ES
ES
IT
IT
IT
PL
PL
PL
SE
SE
SE
BE
BE
BE
DK
DK
DK
AT
AT
AT
Distribution Engine · 40 scheduled posts
Distribution Engine · 40 scheduled posts
10 versions → 40 scheduled posts · 0 manual uploads
Explore the Distribution Engine
→
10 versions → 40 scheduled posts · 0 manual uploads
Explore the Distribution Engine
→
Within the full system
Within the full system
Paired with the Distribution Engine, this goes live everywhere.
Paired with the Distribution Engine, this goes live everywhere.
On its own, the Localisation Engine gives every market work made for it. Inside the system, each version is scheduled, published and tracked on every channel, without another handover.
On its own, the Localisation Engine gives every market work made for it. Inside the system, each version is scheduled, published and tracked on every channel, without another handover.
02
Localise
Localise
On its own, the Localisation Engine gives every market work made for it. Inside the system, each version is scheduled, published and tracked on every channel, without another handover.
On its own, the Localisation Engine gives every market work made for it. Inside the system, each version is scheduled, published and tracked on every channel, without another handover.
03
Distribute
03
Distribute
04
Activate
04
Activate
05
Convert
05
Convert
06
Learn
06
Learn
Proof · European retail group
Proof · European retail group
From country-by-country rebuilds to one localisation rhythm.
From country-by-country rebuilds to one localisation rhythm.
10
10
markets live from every master
markets live from every master
10
markets live from every master
<72h
<72h
from master to market-ready
from master to market-ready
<72h
from master to market-ready
0
0
local reshoots this quarter
local reshoots this quarter
0
local reshoots this quarter
Questions
Questions
What people ask about the Localisation Engine.
What people ask about the Localisation Engine.
Is this machine translation?
Is this machine translation?
–
–
No. Native writers and editors adapt every version. AI speeds up the groundwork: first drafts, format variants, every line checked against Brand Brain. People decide what ships.
Is this machine translation?
–
No. Native writers and editors adapt every version. AI speeds up the groundwork: first drafts, format variants, every line checked against Brand Brain. People decide what ships.
Who reviews each market?
Who reviews each market?
+
+
Native editors in each market review every version before it reaches you. Your local leads then approve in the Command Centre, so each market signs off its own work without slowing the others.
Who reviews each market?
+
Native editors in each market review every version before it reaches you. Your local leads then approve in the Command Centre, so each market signs off its own work without slowing the others.
How is this different from a translation agency?
How is this different from a translation agency?
+
+
A translation agency converts words. This adapts the whole asset: copy, format, cultural references and timing, for every market at once, from the same approved master and checked against the same Brand Brain.
How is this different from a translation agency?
+
A translation agency converts words. This adapts the whole asset: copy, format, cultural references and timing, for every market at once, from the same approved master and checked against the same Brand Brain.
Can we start with the Localisation Engine on its own?
Can we start with the Localisation Engine on its own?
+
+
Yes. Most teams start with one Engine and add the next once it’s running. The Localisation Engine works with creative you already have and connects to the others when you’re ready.
Can we start with the Localisation Engine on its own?
+
Yes. Most teams start with one Engine and add the next once it’s running. The Localisation Engine works with creative you already have and connects to the others when you’re ready.
What does it need from our team?
What does it need from our team?
+
+
Your approved masters, the list of markets and a named approver for each. During set-up we capture tone and terminology per market in Brand Brain. After that it’s mostly approvals.
What does it need from our team?
+
Your approved masters, the list of markets and a named approver for each. During set-up we capture tone and terminology per market in Brand Brain. After that it’s mostly approvals.
Let’s talk
Let’s talk
Let’s talk about your content operation.
Let’s talk about your content operation.
Let’s talk about your content operation.
Thirty minutes with a strategist. We look at your structure, not a slide deck.
Thirty minutes with a strategist. We look at your structure, not a slide deck.
