CAMPAIGN-I: Text Appeal broadens brief into cultural website editing

Text Appeal, the company specialising in adapting advertising copy for foreign cultures, has expanded its operation to include adjusting websites to other languages and cultures.

Text Appeal, the company specialising in adapting advertising copy for foreign cultures, has expanded its operation to include adjusting websites to other languages and cultures.

Net Appeal draws on the company's association with more than 300 copywriters and will also use the web-editing abilities of what it terms are its 'webwriters'.

The company soft-launched in June last year, working confidentially for Text Appeal clients, but will officially launch this week.

Elliot Polak, the Net Appeal managing director and co-founder of Text Appeal, explained the offer: 'It's about culturally adapting website information - so it works for the consumers in the given country.'

The service is not simply concerned with translation, it aims to fit websites with consumer expectations using 'webwriters' from the relevant markets.

'We may change the colours. For example, in Japan pastel colours are preferred to strong ones. In the US, the tone of the copy would be more 'hard sell', whereas in other jurisdictions it would be softer,' Polak added.

'We do an editing job and rewriting job and also remove offers from sites that are not relevant to the country.'

Net Appeal, which currently has a team of five and is based in Paris, has worked with digital agencies including Oasis and Absolute.

Text Appeal has been running for 12 years - its clients include Adidas, Elf, Ericsson and Pepsi.



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