Multinational Benefits from a PR Campaign in Russian

A global translation agency engages Velior to translate the new content added by an international consumer product company to its website.

About the client

In 2011, Velior was selected by a large agency to provide translations for its client, a multinational consumer products company. The end client is one of the most respected companies globally, with offices and production sites in all major countries and stock performance consistently beating the market average.

Project background

The materials submitted for translation by the end client were the recent additions to its website detailing its charitable giving programs. These programs include improving living conditions in developing countries, fighting hunger and extreme poverty, introducing educational initiatives, and disaster relief. One aspect particularly worth noting is that this company works on the ground instead of simply donating money to an international charity and letting it take care of the details. This approach means that the company selects and manages programs itself, working directly with local NGOs. The great emphasis they place on managing philanthropy efforts effectively also applies to communicating these efforts through the website—the articles are expected to be both error-free and engaging.

Because the client attaches great importance to these materials, the agency was considering only top talent in its pool of resources; that is, vendors meeting the following requirements:

  • Strong command of English essential to understanding and getting across the original meaning;
  • Excellent writing skills for creating appealing copy that does not leave an “aftertaste” of the original;
  • Technical skills critical to using translation memory, ensuring terminology consistency, and assuring quality.

Velior has been closely working with this agency as an English to Russian translation vendor since 2008, establishing a reputation for quality and reliability. Well aware of our commitment to quality continuously demonstrated over the years, this client trusts us with critical proofreading tasks and occasionally relies on us to resolve controversies between other vendors who lock horns. We were able to provide all skills essential to this particular project, making the choice effortless for the agency.

Project challenges

Combining local realities and technical details, this project presented a unique challenge in terms of subject area. Not only had the translator to be well-versed in the area of philanthropy and international cooperation, but she also had to be committed to researching various subjects unknown to her.

The articles were written in a very creative and appealing style, with many buzzwords, making them a challenge to translate. Because excellent style is the name of the game in such scenarios, sloppy Russian with word-for-word translations was unacceptable.


The translator we assigned to this project did a great job researching words and phrases that were new to her. Through the combination of her skill and perspective broadened by research, she was able to create a crystal-clear copy that readers would understand easily and immediately.

Building on our team’s varied experience in both translation and related activities such as copy writing and proofreading, Velior consistently demonstrates the ability to meet or exceed our clients’ expectations for the style of translations. By continuing along the same pathway, we provided a copy that read easily and felt as though it had been originally written in Russian.

Project completion

The translation package included 42 articles (about 16,000 words) already converted to a CAT (computer-aided translation) tool’s bilingual format—quite a challenge to manage. To ensure the first-rate quality this client has come to expect from us, apart from translation itself, our translation workflow included bilingual editing by a second linguist. This four-eyes principle adds value to translations by making it possible to correct any translator errors. To avoid any unnecessary or incorrect changes, the editor discussed all proposed changes with the translator.

With the right team in place, we had peace of mind, knowing that this translation was in the right hands.

Vladimir Rusakov
Project Manager, Velior

Employing an industry proven translation memory technology was also instrumental to ensuring exceptional quality. In fact, Velior took over this project from another vendor. It is not uncommon in such cases for the new vendor to display arrogance towards the existing translations, e.g., to edit them freely to suit their personal preferences, including translations already approved by the client. Velior, however, treated the existing translations with respect and made a conscious effort to reuse and build on them rather than discard or retranslate. We carefully reviewed all 100% matches and high-percentage fuzzy matches and left them untouched unless errors were obvious. The client also provided a Russian glossary with notes, which we carefully studied and followed to the letter.

With this type of bilingual files, automatic quality assurance is essential to make sure all tags, numbers, or untranslatables are present in the target text. Otherwise, the client may unexpectedly end up spending long hours on internal QA or face complaints from end users. The client’s work may increase even further if a target file cannot be saved because of the vendor’s failure to check the file for tag issues. None of these issues could have happened in this project, as we checked the files thoroughly before submitting them. Our QA eliminated any risk of error such as skipped translation, missing numbers, inconsistencies, or identical translation of different original sentences.


Velior delivered all files on time and in full compliance with the client’s instructions, making further QA essentially needless for its staff so that they could focus on finalization. The client’s project manager praised our punctual and precise delivery and was also satisfied with our immediate help with the short additional translation requests that followed.

The organized effort of the client and Velior helps the client communicate corporate social responsibility activities to the Russian-speaking audience, including consumers, job candidates, government officials, and stockholders. It also inspires other readers to promote corporate social responsibility in their own organizations.


The client derived three main benefits from working with Velior:

  • Ability to assemble the right team. With the unique challenge presented by this project, finding the appropriate translator and editor was key to delivering the expected quality. We realized how important this was and had the people who could do the job well.
  • Respect for the existing translations. We fully respected the legacy translations provided by the previous vendor, never tampering with them unnecessarily. This helped ensure consistency with the previously translated materials and make sure the client did not have to waste time figuring out why the already approved translations had been changed.
  • High quality thanks to full-fledged quality assurance. With bilingual editing by a second linguist and several rounds of QA using an automated quality assurance tool, Velior made sure the translation we delivered was virtually flawless.

Category: Marketing translation

Country: Worldwide

Industry: Consumer products

Client: Name available upon request

Task: Translate website pages

Solution: Buying translation from English into Russian from Velior


  • Ability to assemble the right team
  • Respect for the existing translations
  • High quality thanks to full-fledged quality assurance