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177: Cultural Intelligence Series - The creative case for cultural intelligence in enterprise AI
A direct translation can be accurate and still creatively dead.
Stu Davison, Creative Director at RWS, joins the Cultural Intelligence Podcast to show us what happens to a big creative idea when it has to cross a border, and why the adapted version doesn’t always have to be identical to the original.
His distinction between translation and transcreation says it all: translation carries the word, transcreation carries the idea. Creative work lives in nuance, rhythm and cultural references. Get that wrong and your big idea doesn’t just lose impact, but it can actively damage your brand.
Stu also tackles two questions every creative is sitting with right now: what’s the one thing AI will never do in the creative process? And what’s the most expensive mistake a global brand can make with AI?
Spoiler: it’s signing off on a global campaign without a single person from the local market in the room…
Guests
Stuart Davison is the Creative Director at RWS, a leading provider of language and content management solutions. With over 20 years of experience in the creative industry, Stuart has a proven track record of delivering innovative and effective design solutions for a diverse range of clients. At RWS, he leads a talented team of motion and graphic designers, writers, and production specialists, driving the development of compelling visual content that aligns with the company’s global communication objectives. Stuart’s expertise spans branding, digital media, and user experience design, reflecting his commitment to excellence and creativity in all aspects of his work.
Hosts
Marine is RWS’s Head of Global Social Media, responsible for developing and implementing the company’s global social media strategy.
After graduating as a translator from German and English into French, Marine did her internship at RWS in Berlin as a translator and terminologist. After her internship, she continued to work for the RWS Berlin office as a technical translator for 5 years while continuing to learn about marketing and social media. She then did some consulting for RWS as a social media specialist and became RWS’s social media manager in 2021, managing the company social media channels and community.
Marine has a degree in translation and terminology from the UCLouvain in Belgium. In her free time, she enjoys learning foreign languages, doing sport and taking a walk in the sun to discover cute coffee places. She is based in Madrid, Spain.
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