Saturday, 31 January 2015

In praise of the translation project manager

Swan paddling furiously underneath like a project manager

Based on my past experiences as a client, I would like to see the translation community treat its project managers better. Many translation companies treat their project managers as little more than reactive mailboxes. Others train them well. There is a noticeable difference in client service as a result.

The best translation project managers are linguists. (I can think of only one notable exception that I  worked with). Many translation project managers have trained as translators. They have either found that project management suits their characters better or that it is a good first career step. Some turn freelance translator after gaining work experience or when they start a family.

A translation project manager has the ability to make or break a project. Good communication is key. Asking questions is critical. Accurate briefing is paramount. Pursuing translator or client queries is important. Assumptions can spell disaster - even in changing punctuation. Cultural knowledge is extremely important, even if the project manager does not speak every language on a multilingual project.

The best project managers plan projects well. They schedule, chase copy and make sure all the elements are in place - copy, style guides, glossaries, etc. They make sure that everyone in the production line knows what is expected of him/her and when. They watch both budget and timeline closely. They escalate issues as early as possible. They keep the client informed and happy.

Prevention better than cure
The best project managers anticipate problems and prevent them. Preventing problems is far easier than trying to bring a project back on track. In our increasingly digital and multiple device world, careful, upfront planning is even more critical.

A good project manager is like a swan: gliding seemingly effortlessly along the water, but paddling furiously underneath.

Project management is not an easy job. When something goes wrong, project managers are in the firing line from all sides. A calm head is indispensable. 

Who'd be a project manager? I was for many years and enjoyed the busy role immensely. As a translator today, I can bring that experience, skill and knowledge to managing my own freelance projects for direct clients. And if I work with an agency project manager, I can respect and appreciate how difficult their role often is and their expectations of a translator.

If you would like to work directly with a freelance translator and experienced project manager, contact
Karen Andrews runs
Anglicity Ltd. She is a
French to English
translator. In this blog, 
Karen draws
upon her experiences of
working with agencies
and freelancers as a client
and project manager.

Friday, 30 January 2015

Chinese Whispers in Translation Project Management

Chinese Whispers

Anglicity's previous blog was inspired by Rob and Nick Carter's art collection after Warhol. In many ways, the comparison of translation with the Chinese Whispers game was too obvious. Comparison with translation project management practices may actually be more relevant today.

Direct contact
The current translation business model closely resembles Chinese Whispers. Translation companies are very reluctant to allow freelance translators and clients to speak to each other directly. They fear that either the client will take the translator, or the translator the client. There are times in a project when the translator is the best person to speak directly with the local office.

Multiple links
Many clients are unaware of how many links there are in a translation agency production line. In some agencies, translation project managers act as little more than a mailbox. Often agencies employ other agencies. There may be a marketing agency in the mix too. The translator's project manager may be very distant from the end-client too. Even the translation agency's client may have several internal "stakeholders" behind him. So a message will pass from person to person as in Chinese Whispers and get distorted. If a translator asks a question, the message may pass through many hands and interpretations.

Anger on both sides
As a client, I often felt frustrated that my brief obviously hadn't been passed on to the translator. When I first turned freelance, I was very surprised at how angry some translators are with their unseen clients. I fear that much of this may be the result of the "Chinese Whispers" effect. 

Positive experience
Wherever agencies allowed their freelancers to contact my country managers directly, the experience was generally positive. It was a pity that this was only generally permitted in the event of a complaint. As long as the translator has the right personality and training, the experience leads to greater respect and understanding on both sides. Both parties need to ensure the project manager is kept informed at all times.

Fears and risks
What of the risks? Most marketing departments simply do not have the resources, headcount, expertise or interest to deal with numerous freelance translators. The project manager remains the most important liaison point.

Brand guidelines
There is a risk that brand guidelines are eroded in a "secret deal" between the translator and the local office. This can be monitored. And a few "infractions" can usually be tolerated if justified for cultural reasons and goodwill.

Content agency freelancers
And what of the translator? No risk at all for some. A large number of translators seem quite content to work only with agencies. They can rely on them for marketing, proofreading, a regular supply of work and income.

Client poaching?
Agency agreements can prevent any client poaching. Stealing a client could result in expensive and time-consuming litigation. In the translation community, everyone seems to know everyone else. A freelancer who gains a reputation for poaching clients will soon find their work dry up. It is simply not worth the risk.

Translator poaching?
As a client, it is simply not worth the hassle of upsetting a good multi-language vendor for the sake of a single freelance translator. Agency fears seem overstated. Often clients would like the translator to come into their offices, but remain on the agency's books.

Combined role or extra planning?
If they allow translators to work more directly with their clients, should today's project managers fear redundancy? Some translators are already very competent at combining project management and translation roles. There is nothing new here. Projects for use on multiple devices are becoming increasingly complex. Tomorrow's project manager will have an even greater planning burden. The best project managers spend time upfront to prevent problems down the line.

SME Clients
Clients who are new to translation buying need a lot of hand-holding and cultural advice. The larger companies are increasingly unable to deliver this type of service. They prioritise large multinationals. SMEs do better to work with groups of freelancers or small agencies.

Let's make professional translators more visible to clients. If more clients work directly with professionally trained project managers and translators, the status and reputation of the whole community can only improve. Fears and risks seem overstated. 

Let's reduce the Chinese Whispers.

If you would like to reduce the Chinese Whispers and work directly with a freelance translator and experienced project manager, contact

Karen Andrews runs
Anglicity Ltd. She is a
French to English
translator, content writer
and marketing consultant.
In this blog, Karen draws
upon her experiences of
working with agencies
and freelancers as a client,
translation buyer and project

Thursday, 29 January 2015

Chinese Whispers from art to translation

Hidden faces

In the game Chinese Whispers, a message is passed from ear to ear. The message gets more and more distorted with each whisper. The more ears in the line, the greater the final distortion. London's Fine Art Society is currently displaying a fascinating art collection called Chinese Whispers. The traditional view of translation is glaringly obvious, but all is not that simple.

Art after Warhol
Rob and Nick Carter based their pictures on the works of pop artist, Andy Warhol. The Carters chose some 20 Warhol artworks. They commissioned small reproductions by professional Chinese artists. A second Chinese artist then copied the picture again in a different workshop. The process continued over and over again. Each new picture after Warhol is formed from 30 such pictures. In the case of Warhol's Last Supper, there are no fewer than 50 black and white replicas.

This "photocopying" leads to small changes from picture to picture. If you compare picture 1 in the top left corner to picture 30 in the bottom right, the original after Warhol is sometimes totally unrecognisable.

The Carters' Last Supper begs the question about distortions in the Bible. The Bible's stories were passed down by word of mouth after all. Certainly, Christ's features were already lost in picture 4. The table survived longer. I couldn't help wondering if culture played a part. Would a Western artist have done a more exact replica?

The Five Dollar Bill in the gallery window seemed good from a distance, but poor on closer inspection.  The Won Ton lettering on Campbell's Soup Can reproduced fairly well. The Studebaker Silver Hawk passed relatively unscathed. It just had a bit of a fender bender. The Still Life two jugs with glasses and fruits after Warhol had seen better days. Some overindulgence by the Chinese artists maybe?

Translator, traitor?
The Chinese Whispers exhibition cries out that famous Italian saying "Translator, Traitor" (Traduttore, tradittore). It suggests an inevitable loss of meaning and culture from the author's original work. Individual features may well be lost in the transfer of meaning from one language to another. The Carters' have created a fascinating new collection of artwork after Warhol. A professional translator creates a new work, respecting the original's meaning, style and tone.

Art of translation
If anything professional translators get a bad press. Many commercial translations are improvements on the original. Chinese Whispers in reverse? Now how could the Carters' depict that? 

Invisible contributors
One final thought: Warhol and the Carters are credited. The individual Chinese artists remain unnamed and invisible... just like translators.

Karen Andrews runs
Anglicity Ltd. She is an
entrepreneurial French
to English translator,
content writer and
marketing consultant.

For further information 
on Anglicity's content
marketing services 

Wednesday, 28 January 2015

Britannia battles for attention with digital

Despite slowing a little, Britain's annual growth figures are the best since 2007 according to Reuters yesterday. The announcement reminded me of seeing advertising in London's Canary Wharf last summer. A large advertising poster for the Financial Times particularly caught my eye. It shows that in this age of intrusive mobile ads, a large printed poster still works.

Mobile ad craze
Marketers are forever chasing the latest trend. As a result, many just end up copying. The world is now awash with boring, unoriginal copy. Mobile ads are in. Go digital. Content is king. So marketing is full of serfs. We all just surf past them.

Mobile ads can be great when they work. Most of the time, they are just downright irritating. They keep popping up. Your interest is in the material the ad has just hidden. You probably click on "skip ad" as quickly as possible. You were meant to retain the brand, but probably don't. If you do, it is associated with your irritation. 

So many mobile ads are poorly constructed. How many ads do not show the "x" to close within your screen, whichever way you turn your smartphone? Sometimes old-fashioned print works best. It can work well alongside digital marketing. Print often has more enduring and positive effects than pop-ups.

I often notice billboards and large posters. They usually catch my eye when I am waiting for a train or bus - even when I have my smartphone in hand. Their size and more professional production lead to greater retention. Isn't that what advertisers are after?

Piccadilly Circus digital billboard
The clarity of the digital billboard in London's Piccadilly Circus is absolutely amazing. A video captured on my mobile simply doesn't do it justice. You must see it for yourself. My favourites were the Coca Cola, Samsung and Dyson ads recently. However, not every company has their sort of advertising budget.

When I saw the Financial Times poster last summer, I had just turned a corner. The live ticker announcements on the Reuter's building were still fresh in my mind. Various economies weren't doing as well as Britain. Then I saw the FT's poster showing Britannia climbing back onto her plinth.

On closer inspection, I saw that Britannia had her foot planted on a lion's snout. Let's face it Britannia is no lightweight, sylph-like figure. She's a mature woman. Her hips and finances went pear-shaped.  She's back. This resilient warrior has survived many battles. (There should be more of her in finance).

The lion supporting Britannia's return to her plinth is another visual representation of Britain. The British lion is strong, despite some obvious discomfort. The British economy is emerging from a tough time.

This poster campaign had a strong emotive appeal for any Briton, a message for investors in the UK and a strong association with the FT's brand. Paying attention is optional unlike with mobile advertising. The potential for retention is far greater. I recall this ad even though I saw it last year. I can't remember the brand of the mobile ad that irritated me this morning. The best digital is great, but print isn't dead.

Anglicity's Karen Andrews
Karen Andrews runs
Anglicity Ltd. She is
a content writer and
marketing consultant. 

If you are interested in content marketing, please contact Karen Andrews is an experienced financial marketer with versatile and original copywriting skills.

Tuesday, 27 January 2015

Invisible translator revealed

Looking for the St Jerome

He was invisible. I toured Room 62 and failed to spot him. Rendez-vous at 4pm. They say the best translators shouldn't be seen. Evidently, Jerome was wary of the spotlight.

I looked elsewhere. A friendly guide sent me back to Room 62. On closer inspection, I spotted him. He had been there all along between Christ Blessing and Portrait of a Man. All three painted by Antonello da Messina (active 1456, died 1479).

Our guide Matthew arrived. The National Gallery's 10-minute talk on the Saint Jerome in his study painting began. If Antonello hadn't taken some artistic licence, the Patron Saint of Translators would have remained invisible. The artist removed the roof and walls to reveal him reading in his study.

St Jerome translated the Bible from Greek and Hebrew into Latin. His version of the Bible is known as the Vulgate. He was recognised as a renowned scholar even in his lifetime (c342-420 AD). His sainthood was not a result of martyrdom. He was not a popular man in his time. He fell out of favour with the Pope and is often depicted in the wilderness. Antonello's painting shows him studying in a monastery in Bethlehem.

The painting's contents fascinate art historians. Appropriately for a translator, the picture is full of double meanings.

Peacock with tail feathers down

The peacock can be interpreted in two ways. In the 15th Century it was believed that peacock flesh did not rot, suggesting the immortality of Christ. However, the tail feathers are symbols of pride.

Partridge at rest

The Partridge is a symbol for promiscuity. Yet, it was also believed that a partridge could always find its mother within a large covey. The partridge can make the right choice and recognise the Truth.


The cat is a symbol for heresy. Able to see in the dark, the cat also symbolises the ability to understand the Truth.

There is a marked contrast in light and dark, good and bad. Birds represent souls flying up to heaven on the right-hand side of the painting. They are noticeably absent on the left-side, as are people on the right.

And what of St Jerome's trusty lion companion? While St Jerome is a genuine historical figure, it seems that tale of him removing a thorn from a lion's paw is a Golden Legend.

Where's the beard?
The absence of St Jerome's beard is an unsolved mystery. Possibly a concealed portrait? Could it be the likeness of the person who commissioned the painting? We will never know.

Invisibility, double meanings, learning, understanding, unanswered questions... all sound so familiar to a translator.

If you wish to find the elusive translator for yourself, St Jerome can usually be found in his picture frame in Room 62, in the Sainsbury's Wing of Britain's National Gallery. Other artists have also captured his image there.

Karen Andrews, content writer
Karen Andrews runs
Anglicity Ltd. She is a
visible French
to English translator
and a versatile
content writer
with a sense of fun.

for further information.

Monday, 26 January 2015

UKTI's Positive Signs for Export Success

Earth, plane and boxes for export

As a project manager, I always believed in acknowledging improvements as well as highlighting any issues. A few years ago I remember approaching the UK Trade & Investment (UKTI) desk at a trade show. The attitude was that irritatingly prevalent one in Britain that "everyone speaks English". They seemed to see languages as the FCO's job, somehow divorced from export issues. Lately, I have noticed some dramatic improvements at UKTI.

Language and Culture
Firstly, at the 2014 London Language Show, UKTI had a Language and Culture Adviser on the stand. He had studied the Chinese language and culture in the UK and China. It was a new appointment. It is a welcome change in attitude and direction.

Web optimisation
Last year, I also attended an excellent UKTI seminar on web optimisation for international trade. Our trainer was very knowledgeable. It was particularly impressive that she had reviewed every participant's website in advance. She had some valuable recommendations.

Introductory brochure
UKTI also has a very professional-looking and helpful brochure for exporters. It is entitled "Improving your business communications". The subtitle is "Overcoming language and cultural barriers in business: a guide for exporters". It offers a good introduction to export issues. It has sections on languages, translation, interpreting, handling international enquiries and language training.

Professional associations
I am glad that UKTI refers exporters to professional translation and interpreting associations in their brochure. They name the Chartered Institute of Linguists (CIoL) and the Institute of Translation and Interpreting (ITI). Both are associations of which I am a Member and Career Affiliate respectively. My one complaint is that the brochure's pricing is based on outdated estimates in 2012.  The brochure was printed in 2013. Hopefully, there will be an update and reprint for 2015.

Freelancers and SMEs
According to a 2012 US Bureau of Statistics' report, the translation industry is expected to grow 42% between 2010-2020. The UK is outstripping the Eurozone growth average. The IMF forecasts UK growth of 2.7% in 2015. UKTI is keen to encourage more SMEs to export. Freelance translators are far more able to help small businesses than larger, more inflexible agencies. Training, standards and associations are improving the image, visibility and reputation of the profession.

Professional rate increase
Sectors in high demand can command higher rates to deliver the increased level of services required by exporters. I would argue that the translation profession has a very strong case here for a major increase in professional rates, even outstripping trends elsewhere. A strong profession will have even greater influence on export success.

UKTI events
In the January/February 2015 issue of ITI's Bulletin magazine, there was an article on a UKTI market visit for SMEs to Germany. I will visit France for a UKTI-backed event in 2015. I have also discovered that UKTI runs some very informative webinars.  I recommend that you sign up to UKTI's mailing list. You will get advance notice of regional, in-country and online events related to your target markets.

From this former project manager: well done UKTI, onward and upward please.

Karen Andrews, content writer
Karen Andrews runs Anglicity Ltd. 
She is an entrepreneurial French to 
English translator, content writer, 
editor and marketing consultant.

for further information 

on Anglicity's translation
and content services.

Sunday, 25 January 2015

Bristol's Green Launch on the High-wire

Bristol's Clifton Suspension Bridge lit up at night © antalpeter81 -

Bristol officially launched its year as the 2015 European Green Capital on Saturday 24th January. It was a cold but clear, starlit night. Two large, green buildings caught my eye from afar. The high-wire act was spectacular. It seemed an apt choice for the supreme balancing act required by climate change. The launch event was entitled "Bridging the Gap". 

It's complicated
I made my way on foot to the Cumberland Basin Bridge, overlooking the event. The song "It's complicated" played loudly on the tannoy system. Multi-coloured luminous umbrellas moved in the crowd below. Ecological messages played between songs. The logo "In it for good" was projected onto the green-lit building.

Decisions and actions
An EU Commission representative officially handed the title to Bristol's two youth mayors. They spoke of their hopes for the year and future. Bristol is to set an example to the rest of Britain in a momentous year. It will be a critical year for the world too.  Difficult decisions and vital actions lie ahead on climate change and urban renewal.

High-wire act
Suddenly, a luminous figure could be seen on high. Next, the main figure appeared, balancing on his bike with a pole. A "UFO" hovered above with green and red lights. (A camera drone?) Halfway across progress slowed. The pole wobbled deeply from side to side. The bike even went backwards for a time. The tightrope act continued forward in an uphill struggle to the other building. Success. The crowd applauded. The umbrellas turned to green below. All too soon the launch event was over.

Green childhood memories
I continued back towards Bristol's famous Clifton Suspension Bridge. They had doubted that the great engineer and innovator Brunel could bridge the gap over the Avon Gorge. The iconic bridge brings back childhood memories for me.  It is close to The Downs, one of Bristol's great green spaces. There I ran and laughed. I played hide and seek and ball games. I climbed trees. I practised my cartwheels and did wheelbarrows with my family.

Incremental changes
When I visit Bristol today, I notice the changes. The locals complain about the traffic, poor air quality and transport problems. In London, I complain about those same inconveniences. As a local resident, you notice the daily problems more than the incremental changes. I remember the seemingly never-ending tube engineering works in preparation for the 2012 Olympics in London. They did London proud in the end.

Brunel's bridge has stood the test of time. 

May Bristol's green legacy stand the test of time. 

Anglicity's Karen Andrews
Karen Andrews runs
Anglicity Ltd. She is a
marketing consultant 
and content writer. She
also offers French to
English translation and
transcreation services.

for further information 
on Anglicity's services.

Friday, 23 January 2015

What can blogs learn from Rembrandt?

Anglicity continues the recent blog and art themes. Two pictures particularly captured my attention at London's National Gallery recently. Both were Rembrandts: just two portraits of old age cast in a warm light. What can modern-day blogs learn from Rembrandt?

The traditional press release has been done to death. Everyone knows the formula: a few paragraphs and a quote or two. Every company tries to get its flattering viewpoint across. Spin results. Journalists become cynical. Their editors need to sell papers. Cue exaggeration and sensationalism. Research scientists complain*. The merits of human creative translation go ignored. The world is fascinated with the latest technology. It glosses over any imperfections and social concerns.

Many have turned to blogs to get their viewpoints across to the Media and public. How do you stand out? After subprime mortgages and the financial crisis, the public is suspicious. Spin makes readers switch off. Honesty works best.

Rembrandt's pictures expose the cares and wrinkles of old age. The light is warm and kind. It is possible to tackle difficult issues in blogs. The warmth of a true and honest portrait or story can shine through. Much like the warm light in a Rembrandt.

* See Anglicity's Robotics in the Media

Karen Andrews, content writer
Karen Andrews runs
Anglicity Ltd. She is
an entrepreneurial
content writer and
marketing consultant.

for further information 
on Anglicity's blog writing

Wednesday, 21 January 2015

Hitting your target audience with blogging

Ten pin bowling

In this third blog on target audiences, I move on from the National Gallery documentary to my own blog. Marketing is not an exact science. There are constant adjustments. Sometimes you hit your target audience. Sometimes you miss. Sometimes you hit an unexpected target. I will share what I have learnt from my own blog targets.

Early blogs
I wrote my first blog back in 2012. I came from the conservative marketing world of financial services. The reaction to my first blog was unexpected. My perspective was still very much that of a client on translation. That first blog went "viral" on Success or failure?

Other early blogs drew vocal reactions. They were not generally my targets at all. Over time I have developed my style and tone. Adverse comments can make you think that you have got something seriously wrong. To the outside world, it may appear that blogging is risky. However, I have now learnt that if something feels 100% comfortable and safe, it won't have many readers.

Checking my blog, Google+ or Twitter analytics is like looking under the bonnet of a car. I can see which subjects gain a bigger readership, on which devices and in which countries. Initially, a post receives some adverse comment perhaps. The uproar is visible. But analytics show that my blog has a much larger, quiet readership.

Blog content often seems to reach a wider audience than even analytics reveal. Other translators refer to my blogs at events. I hear my own written words quoted quietly and indirectly. Some disagree. Some agree to disagree. But many more seem to quietly agree. Translators are not my target audience, but they do sometimes give referrals.

When I started my blog, my target audience was direct clients. My actual clients and prospects have turned out to be direct clients (private individuals, freelance translators and companies), translation, transcreation and content management agencies. Blogging hasn't brought this about in isolation. My strategy has evolved. I have tested out different content to reach my varied target audiences.

It's a bit like ten pin bowling. Some blogs end up in the gulley. Others hit the buffers and bounce back in. Sometimes you hit the outer pins only. Over-adjust and you hit the pins on the opposite side. Sometimes it takes two blogs to hit all the pins.  And then, just when you think the ball is rolling off to the side, you get a strike.


Whatever... I enjoy writing and building up a portfolio of work. It's a hit.

What are your views on blogging?

Karen Andrews, content writer
Karen Andrews runs
Anglicity Ltd. She is
an entrepreneurial
French to English
translator, editor,
content writer and
marketing consultant. 

for further information 
on Anglicity's services.

Tuesday, 20 January 2015

How to reach out to new clients


In Anglicity's previous blog, I commented on diametrically opposed viewpoints on Frederick Wiseman's National Gallery documentary. 

How can we reach out to new clients?

Reaction to our craft
Many years as a translation project manager taught me that languages leave many clients completely cold. Translation is often incredibly dull to them. (Sacrilege, I know). When we try to explain our craft, our quality concerns, the finer points of grammar... well, their eyes glaze over in boredom. Just like opposing reactions to the National Gallery film.

Black and white v. colour
When translators explain their art, they generally use the written word. (Just like I am doing now. I plead guilty). Reams and reams of print-heavy text. Pictures make rare appearances. Lots of black and white. Marketing clients are immersed in a much more visually appealing world on a daily basis. That's their "language". If we really want to reach out to them, we have to speak their language.

Red among the black pencils

Visible translators
Most translators are used to being invisible, hidden behind agencies from end-clients. Today, freelance translators need to argue their added value. Human translators need to be visible in full colour, in 3D and in full animation.


3D effect
There was a ballet performance during the film. Two dancers created a 3D effect in front of two pictures. The audience's focus was on the ballet in the foreground. Gradually, I found my eyes drawn from the angles of the dancers' limbs to the quality of the painted limbs behind. This is the attention that is required by the translation world. By using other media in a coordinated marketing campaign, we bring appreciation back to the quality of the translated word in print.

Check back for tomorrow's post.

Anglicity's Karen Andrews
Karen Andrews runs
Anglicity Ltd. She is
an entrepreneurial
French to English
translator, editor,
content writer and
marketing consultant. 

for further information 
on Anglicity's services.

Monday, 19 January 2015

How to reach a disinterested target audience

'A great, great film' according to the Telegraph's 2014 Cannes Film Festival review. Why did the restless Ciné Lumière audience shuffle out disappointed then? They muttered that the very same 3-hour film was too long and boring.

Frederick Wiseman's documentary on Britain's National Gallery has some rave reviews. I went to see it at the French Institute's cinema. Afterwards, I wondered what marketing techniques might work with a disinterested target audience. What appeals to one audience leaves another completely cold. The finer points of human translation go largely unappreciated. Can we learn from the marketing techniques used by an art gallery? Could they help win over a public besotted with machine translation? Over the coming week, I will post blogs on targeting a disinterested audience.

Right at the beginning of the film, senior gallery management expressed the desire to appeal to a wider audience. Their very involvement and comments were often at odds with attracting that new audience. The film reeked of excessive intrusion in the film's production and content. The majority of senior management discussions should have remained on the cutting room floor.

Yet, the film contained some precious nuggets of information. Conservation work behind the scenes was fascinating. There were some engaging cameos from guides in front of the public. I was reminded of airport documentaries on TV. The production team singles out their stars. Their cameras capture everyday workers and some unexpected characters going about their jobs. Problems are aired and solved on camera. Even VIPs have walk-on and walk-off parts. Interest is in the work behind the scenes, in the build-up to a VIP's arrival.

The National Gallery seems to offer a fascinating range of events for different audiences. Personally, I would have made the film's best scenes into short videos to view from their website. Just a few examples:
  1. The hidden picture behind a Rembrandt
  2. Lighting in Samson and Delilah by Rubens
  3. A guide explaining a picture to children on his knees
This bite-size approach would have been far more likely to draw in new visitors. In the digital age, video can share a guide's enthusiasm for a seemingly flat picture with a new audience. 


Three hours of boredom can lead to total and permanent switch-off. Three minutes of engagement leaves an appetite to find out more. 

Check back for tomorrow's post.

Anglicity's Karen Andrews
Karen Andrews runs
Anglicity Ltd. She is
an entrepreneurial
French to English
translator, editor,
content writer and
marketing consultant. 

for further information 
on Anglicity's services.