COMMUNICATION CAMPAIGNS IN ENGLISH: HOW TO ADAPT YOUR MESSAGE TO A GLOBAL AUDIENCE

Creating a communication campaign in English involves much more than translating a message. You must also understand the cultural codes, know how to adapt the tone and be able to connect with an audience that may have very different expectations to those of your local audience. For brands looking to internationalise, the most beneficial option is to work with a communications agency such as InfluenceSuite, which is well versed in these differences.

Beyond language: the cultural challenge

One of the main differences in planning communication campaigns in English is that there is no single English-speaking market. Targeting a British audience is not the same as targeting an American, Canadian or Australian audience. Each has its own communication style, sense of humour, cultural references and sensitivity to certain issues.

Moreover, in markets where English is not the official language but is used as a professional language (such as the Netherlands, Germany or the Nordic countries), it is essential to be able to strike a balance between clarity, formality and naturalness. Translating literally is by no means enough. It is necessary and essential to carry out a strategic adaptation of each of the messages to be disseminated.

The value of an international agency

This is where communication agencies play a particularly important role. Agencies with international experience, such as InfluenceSuite, are capable of mastering the language, understanding the cultural context, identifying the more effective channels and specify the type of storytelling that works best in each market.

Having a bilingual and multicultural team allows us to build campaigns in English with a local focus, but with consistent execution at a global level. Both the content writing such as media planning and visual creation, among others, are basic actions that must be adapted to the language without losing the brand identity.

How agencies adapt to international clients

Working with clients in other countries also requires operational flexibility. Agencies that manage international campaigns are used to coordinating different schedules, working with branded materials in multiple languages, and report results with metrics relevant to the specific needs of different markets.

In addition, we become a strategic partner for our clients by helping them define key messages, identify opportunities in new territories and adjust launches to local times and customs.

Designing and executing communication campaigns in English is a gateway to the global market but also a challenge that requires cultural sensitivity, experience and vision. InfluenceSuite can become the ally a company or brand needs to get the message across borders without losing consistency and authenticity along the way. 

At InfluenceSuite we don't communicate to inform. We do it to alter the state of things. Because standing out is not enough: we help brands stop looking like everyone else in Spanish or any other language.