Emerson Chinese Language Technical ad

Emerson turned to Riger to present its Kop-Flex brand of couplings to the Chinese marketplace. Drawing on our decades of experience with various business-to-business clients who work in Chinese, Japanese, Korean, Spanish, French, German, Swedish and Italian languages, Riger was more than ready for the challenge.

We learned that “clever”/ “creative” is often NOT what works best for messages to be translated. We also know that technical jargon and “business speak” can be tricky. A translator was identified in China, and in order to “proof” the ad stateside, a second translator was engaged from inside the Emerson organization. Turbomachinery International, an American magazine published semi-annually in China, serves Chinese heavy industries there, including petro-chemical refineries and power plants. The result: a hard-working straightforward message helping build awareness for Kop-Flex in China’s booming economy.

Click for a closer look at the Emerson Kop-Flex ad.

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