Talking turkey.

If you’re targeting audiences in countries where English isn’t the first language, you’re probably thinking about employing a translation outfit. I would advise strongly against this. Translators are not copywriters, although they might promote themselves as such. The safest bet is to brief a copywriter who’s first language is the language of the country you’re targeting. It will cost more. But you could be saving yourself serious brand & brain damage. Consider the KFC campaign headlined ‘Finger-lickin’ good.’ It was translated as ‘We’ll eat your fingers off’ in China! Don’t say you haven’t been warned.