International names may seem like a safe bet, but for written communication nothing beats native language skills, writes Eman Hussein, deputy CEO of Hattlan Media
If I got a dirham for every time I heard a client complain about the quality of Arabic in press releases, speeches and written interviews, I would head to the showroom and buy my dream car.
But I don’t get a dirham; instead I get a barrage of complaints from organisations disappointed with the quality of language delivered by their in-house teams and outsourced agencies.
It has become the norm in corporate organisations and even government entities that all marketing documents are developed in English and then translated
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