Go Beyond the Brief: The Secret to Smarter Localization
How a localization mindset can help you craft more relevant and effective campaigns
From the bottom of my heart mind
Fresh stories from a Spanish Copywriter.
If you want to run a 10K, how do you train for it?
Running is a big part, of course. You need to master the distance, but it’s also important to mix in shorter runs, intervals, and different paces—both fast and slow.
And if you’re serious about improving, adding strength training to your routine is a great idea.
That’s the basic approach for a non-runner. But beyond that, there’s also work to be done in terms of nutrition, mental preparation, and more.
The same applies to localization copywriting.
The core of the job is writing according to a brief. But sometimes, you need to go beyond the brief—or even create your own. Let me give you an example.
Imagine you’re working for an Australian company that sells in multiple countries, including Spain. Their marketing calendar includes major global campaigns like Black Friday, Christmas, and Summer Sales.
If you simply follow that plan, you’re doing what’s expected. And that’s fine.
But… let’s go the extra mile.
Look into local festivities relevant to your market. In Spain, for instance, this could include Three Wise Men, Sant Jordi, or Carnival.
Identify key national events that align with your product. For example, in Spain, the Football World Cup, the Goya Awards, or a major music festival might offer great opportunities.
Stay informed about local news for timely marketing angles.
In 2018, I wrote the most successful blog article for a South African client by tying the upcoming FIFA World Cup to Spain’s historic victory in South Africa eight years prior.
In 2021, we launched a Summer campaign for a Spanish client two weeks earlier than in other markets—because the weather warmed up sooner.
This year, I’m already working on a Sant Jordi campaign, a major celebration in Catalonia. It’s exclusive to our market.
All three of these campaigns started with a simple spark—"Hey, you haven’t thought about this, but..."
As a Localization Copywriter, you are an EXPERT in your country/region.
So, build this skill:
Create your own localization calendar.
Stay up to date on local trends.
Be bold enough to pitch these ideas to your clients.
That’s how you go from following the brief to leading the strategy.
Outside the desk
Where the magic really happens.
🛫 Today, I’m flying to Barcelona for a couple of days to visit friends and enjoy the city. I lived there for two years, so it’s always special to go back.
🏔️ Over the weekend, I watched a live podcast in Bilbao and then went on a coastal hike.
🕸️ I’m not the biggest fan of cartoons, but the latest Spider-Man TV series was great! Highly recommend it.
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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All the best for the rest of your week,
💙 Ricky from Textonality.com 💙