Communication: Lost in translation

Alex McKie

When translating between advertising and digital, the same word often has different meanings and it's best to check what, specifically, is meant.

Communication: Lost in translation

Alex McKieThe Next Step

'What, specifically, do you mean?' is an increasingly frequent question. I've come to realise that, in translating between advertising and digital, the same word often has different meanings and it's best to check. Specifically.

How can it be that, in these days of easy communication, it has become so difficult to understand what colleagues are talking about?

There should be no need for translation – we're all doing the same thing, just using different channels. There are companies producing goods and services and people who want to buy/use/wear those goods and...

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