About the session

Why do translations not work?

The answer and the solution lie in how to identify a target audience: who they are demographically, what tribal language they use, what interests they have, what they like, and what they consider cool or downright funny. We are basically asking the translator to take on the role of anthropologist.

About Trond

Trond Samstad is the CEO of Samtext, an agency that provides copywriting, content and language services to businesses in the Nordic region. He gives lectures on transcreation, tone-of-voice and study techniques for handling difficult source texts, and has just launched a 25-lecture video course on proofing with the digital publisher Videocation. Trond is also the founder of the annual Best i Tekst conference, which awards prizes to Norway’s best digital texts each year and features presentations by the most renowned experts on copywriting, content creation and digital marketing.