Ciba Vision, an example of localization

The translation/localization of high-tech products

What is globalization? When you have your headquarters in Atlanta, the capital of Georgia in the United States, and you are part of a multinational present in over 70 countries, you must localize all your communication in the languages (and geo-styles) of the sales markets, and over time, across the world. Contact lenses and their maintenance products require a technical precision in sales language to match the high level of technological quality on which Ciba Vision prides itself. Thus, press releases, in-house communications, website texts, brochures, presentations on research results and mailings must be perfectly suited to the cultures of the target languages.

A "glocalization" method The method used by Ciba to achieve this could be presented as exemplary. Following the translation/adaptation of texts from English to Dutch, Ciba Vision proceeds to the final validation. Eurologos, on receipt of this check, carries out localization in French, for example. Mastering of translation/localization for its sales markets is thus ensured by a strict partnership between CIBA VISION BENELUX and Eurologos-Brussels. All linguistic and marketing connotations can thus merge in order to achieve the perfect communication equivalent for every text and its specific market. Repetition of this process on a

worldwide scale, market-by-market and language-by-language, is nothing other than the globalization of a product. Californians, who coined the word "glocal" (contraction of global and local) in the 90s, would call it "glocalization". To this end, it is imperative to establish a partnership with a globalized yet localized (therefore "glocalized") localization agency in the target markets such as Eurologos.

Our Buenos Aires office exhibits on the front line After some years of tenacious and hard work, Argentina has come through its economic crisis that had lead to insolvency at the international level. It could only have been thus for a large country that had been considered for some decades as an "Eldorado" by millions of immigrants the world over! The political audacity and immense resources of this large country (considered as the most European in Latin America) not only saved it from bankruptcy but are currently positioning it among the best placed nations in modern globalization. On 19, 20 and 21 October 2004, Expotrade International Conferences & Exhibitions organized

a large trade fair in Buenos Aires in which our local office actively participated with a stand that was a huge success. The new Eurologos company was founded in January 2004 and presents itself to the market of this potentially very rich country as an agency at the service of its globalization. At the same time, the Argentinean market is re-becoming very attractive for all the northwestern businesses of the world. But careful, Argentinean Spanish is not Castilian Spanish: its geo-stylistic connotations differ more and more from the language of Spain. And, in order to conquer the markets of this recovering country, one has to speak the local language! Our Eurologos-Buenos Aires agency is

very competitive, even (and especially) to foreign clients ! The three managers of Eurologos-Buenos Aires at the agency's stand at the COMEX trade fair: Claudia Alejandra Felisoni, Ana Maria Pavesa and Hugo Zanon.