More than writing

Culture, social, political and more...

From the bottom of my heart mind

Fresh stories from a Spanish Copywriter.

Last year, a client ran a marketing campaign where the word (and the concept) "Freedom" was key.

You can think this was an easy one for Spain: freedom is such a generic and common word, and it has a literal translation in most of the languages.

For Spanish, "libertad".

With all that, my proposal went far away from the word freedom and I had to rethink the campaign from a different point of view.

Why?

Because just during those weeks, Isabel Díaz Ayuso, the major of Madrid (capital of Spain) used this word in a political campaign... And it went viral.

At that specific time, speaking about freedom in Spain was a sensitive topic and you'd automaticly think about politics.

And this is never a good idea.

I just could make this move because:

1. I speak Spanish.

2. I live in Spain.

3. I read the news and l see the TV shows in Spain.

4. I was aware of the current social and political situation in Spain.

And as you can see, this goes way beyond "I speak Spanish". I like to think of a localization copywriter as a secret spy who in a specific destination to know everything about it and use that intel to help their clients to improve their performance.

Call me Ricky, Agent 007

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Market-in

Resources to reach your peak level.

💡 Netflix is a sea of good practices in most of the areas… and this applies to localization too. Here a sneak peek about their processes.

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Outside the desk

Where the magic really happens.

💻 After years and years, I’m transitioning from Windows to Mac. Big step. Any recommendations are more than welcome.

⚽ I was in Berlin during the UEFA EURO 2024. I’m not the biggest football fan, but it was cool to be there and see how everything was organized.

🧺 What Digital Nomads don’t share when they come back home: a lot of laundry, supermarket visits and burocratic stuff. Yeah, that’s been my week.

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Make it global, baby

If you want to work with me, this is the way.

🚀 Want to take your brand to the next Spanish level? Hit the “reply” bottom and let’s talk.

📬 Want to appear in one of the next issues? Let’s see how we can work it out.

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You can also reply to this email and let me know what you think about it. We are in this together, compa.

All the best for the rest of your week,

💙 Ricky from Textonality.com 💙