Experience and demand have led us to implement different services for the treatment of different copy. Understanding what a piece of copy is ultimately intended for is crucial to strike the right balance between cost effectiveness and effective communication.

Adaptation of advertising copy
This is by far our most popular service. Our interpretation of "adaptation" is working from an existing source text and visual material, as well as a full creative brief. A copywriter "adaptor" who has sound knowledge of the source language whilst being a mother tongue speaker of the target language will adapt copy whilst retaining the original idea and staying on brief.

The copywriter will always aim to produce copy in his/her own language which reflects the tone and nuance of the original - at the same time as creating refreshing copy which is culturally relevant. If the copy is being adapted into numerous languages, we will compare copy between countries, to see if this stimulates further ideas which are common to the various countries.

Transcreation is a word which is made from the two words: 'translation and 'creation' and has the same meaning as adaptation

Foreign language copywriting
Certain above-the-line accounts require this treatment where our copywriters will write from an English brief / platform copy. The copywriter has the freedom to write the most appropriate copy in the target language, taking into consideration fixed / existing visual material.

Often adapted work is cross-referenced with that of the other copywriters, so that there is an exchange of creative ideas, resulting in better results across all markets.

Pre-research consultancy
Before your ad concepts get to research stage, Mother Tongue can check out whether the concept works. We can give you a sophisticated and unbiased review covering all markets. More

International brand name consultancy
We have developed a process which will work alone or as part of an existing brand naming structure. We have developed a process to guide market-based copywriters, thus enhancing, not inhibiting the creative process.More