Catherine Laz, transcratorsunited.comNov 12, 20192 minHELLO BOYS (AND GIRLS).Remember the multi-awarded campaign for Wonderbra by TBWA London? It generated headlines and made its CD Trevor Beatie and model Eva...
Catherine Laz, transcratorsunited.comMay 31, 20192 minARE YOU STILL USING TRANSLATORS?Do you type ‘translators’ into the search box when you need copy into another language? That may prove to be a costly mistake and here’s...
Catherine Laz, transcratorsunited.comApr 14, 20193 minONLY 14% OF FRENCH STUDENTS SPEAK FLUENT ENGLISH: time to rethink global campaigns in French-speakin“Comment on dit ‘langues étrangères’ en anglais ?” asked a giggling young French college student after being asked by a journalist in...
Catherine Laz, transcratorsunited.comMar 4, 20192 minWhen a black man is the wrong white man The diversity issue in transcreationRecently, I was confronted with the issue of diversity and ethnicity in transcreation when a creative thought it would be a good idea to...
Catherine Laz, transcreatorsunited.comFeb 4, 20192 minThe French disconnectionTranscreation needs a long term commitment to both France and its media culture and to the British way of life and language. Hiring a...
Catherine LazJan 25, 20192 minCheap and unqualified transcreationRadio gaga I recently experienced a couple of situations where bad decisions were made by clients regarding their handling of...
Catherine LazOct 23, 20183 minCHILDREN ARE TELLING US PARENTS ARE TO BLAMEA young girl heavily tattooed on her face, children comparing their parents’ unsafe habits in a frenzied competition. These scenarios are...
Catherine LazJun 9, 20184 minGoing global? The Do's and Don’ts of digital marketing.Your online business is doing nicely and you’re planning to export your wares or services in Europe. You’re thinking postage costs, VAT,...
Catherine LazMay 26, 20162 minContentCONTENT The title of the 2011 Gang of Four album A gap to fill, as Dave Trott describes it “Everyone is so busy trying to keep up with...
Catherine LazApr 23, 20162 minThis is not a mille-feuilleTesting, testing. I am willing to play the game, and like any creative, as a copywriter, I am asked to be tested. The problem is the...
Catherine LazMar 19, 20161 minLe Globish, que’est-ce- que c’est?Globish is a hideous hybrid of Global and English. It is an international language that most people speak throughout the world in order...
Catherine LazMar 1, 20161 minPardon my FrenchFrench bean French bread French chalk French copywriting French cricket French cuff French cuisine French door French dressing French...
Catherine LazJan 3, 20161 minThree KingsChristmas is celebrated throughout the world but traditions and even dates can vary wildly. In France, Christmas Eve is far more...
Catherine LazNov 23, 20151 minThe MarseillaiseIt was quite a sight to see the whole of Wembley singing The Marseillaise on Tuesday night. Coincidently a few days before the tragic...
Catherine LazNov 23, 20151 minThe mystery of the croque en boucheJohn Oliver the American late-night talk and news satire presenter on HBO had a hilarious take on the tragic events of last Friday in...
Catherine LazNov 23, 20151 minToo gras for the coup de grâceMistaking grace and gras is often made by English-speakers. I suspect it’s because they just don’t grasp the meaning of gras which simply...
Catherine LazNov 23, 20151 minMétro or Tube?Did you know that Paris and London have two Métro/Tube stations of the same name? They can also be found in the historical heart of both...