141: Over delivering at localization for Under Armour

November 20, 2023

How can a company set up a localization program from scratch? What are the important criteria to consider, and what are the challenges?

Is there a translation policy in place?

What needs to be translated, and into which languages?

Who is responsible for reporting and the communication around it?

Find out what Renée Lemley, former Global Copy Director at Under Armour, has to say about her experience of setting up a brand-new localization process at Under Armour and why she believes the secrets lie in the brand voice. In this episode of Globally Speaking, she explains to our host, Jordan Cockrell, that it is essential to have a language service provider who is fully engaged on the client’s side and who shares a strong agreement on the partnership.

As Anthony Burgess, author of a Clockwork Orange, explains: “Translation is not just about words, but about making a whole culture intelligible.” It’s about translating emotions and a part of the culture, and that’s the magic of what LSPs do.

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Renée is a creative director, copy writer, brand builder, and team leader who brings more than 20 years of experience in creative marketing services spanning a broad range of B2B and B2C clients. She has driven brand messaging strategies, built brand platforms, and led omnichannel campaigns for small to mid-size regional businesses and for global corporations. As a former Creative Director of Global Copy at Under Armour and, prior to that, the founder and owner of an ad agency, she has a proven track record of delivering creative and operational excellence, specializing in managing high-volume copy initiatives at a global scale.


Jordan Cockrell

Jordan Cockrell

Global Operations Manager at RWS Group

Jordan is a Global Operations Manager at RWS Group. She is an experienced Operations Manager working with a range of major blue chip clients across the Globe. She is passionate about exceeding client’s expectations and her main focus is onboarding new customers and creating bespoke solutions based on individual needs. 
She enjoys working in a fast paced environment and is always looking for new ways to challenge herself.

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