Phil Lynagh is regional managing director at Tag: Worldwide JLT
“I’ve come to the conclusion that there are some really impossible jobs out there. For example, being Nick Clegg’s blue tie manufacturer or, even worse, an entrenched Arabic copywriter at any creative agency. Personally, and with all due respect to yoga teachers everywhere, I believe the latter to be the most frustrating and troublesome. The Arabic language is an an incredibly rich one; it’s diverse, full of subtleties and wholly subject to sweeping changes within the geography of the region.
But surely the same could be said for English? And yet we don’t have the constant claims from most clients that the English
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Tags:Tag Worldwide
I can’t agree more. Though I have a vast experience, it is “part of my career” to be sometimes judged as someone who assaults this career! “Arabic isn’t even up to standard” is an expected feedback. It especially comes from new clients even if pitch concepts were done in Arabic! Its only after we sit together to “understand” the clients’ own Arabic that I start “making sense” to them. If just time rolls back 14 years! LOL
That is all good to hear, I think the industry started to realise the importance of having original creative Arabic writers.
I agree with Ali as well, the background of the client (judging) the copy plays a major role.
Thanks for this great article. I am myself an Arabic copywriter and translator, and I really feel it.
Best regards
Waleed
I totally agree with you. We face this everyday.
We have been promoting this fact from a long time and its really motivating to see that even industry experts like you are endorsing this fact.