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About us

About us

The Creation Story

Hogarth opened for business in 2008 in an attic room above a shop near London’s Carnaby Street. Our Internet connection came from a cable slung out of a window, and the floor sloped so much that all the chairs ran toward one corner. Eventually, we had fourteen people working in that room. This made it so full that we had to use the Brazilian coffee shop opposite us for our meetings. In memory of these roots, the founders of the company are still known as the “Attic Fourteen”.

Hogarth In More About Advertising: Five Classic Marketing Blunders

Barry Jones MAA June 2015 banner_v2

Hogarth’s best work in transcreation is unnoticeable. It subtly makes changes to campaigns so they seamlessly work across multiple markets; thanks to our excellent transcreation teams and our translators, campaigns have the same resonance and meaning all around the world.

Poor translation can be catastrophic. Some​ particularly notable examples of campaigns translated from English include one urging customers to ‘bite the wax tadpole’ – the result of a phonetic translation of ‘Coca Cola’ – or another stating that ‘it takes an aroused man to make a chicken affectionate’ – a Spanish translation of Perdue Farms’​ original statement ‘it takes a strong man to make a chicken tender’.

To highlight a few of the pitfalls of poorly thought out international adverting, our Head of Transcreation and Insight Kate Robinson recently wrote an article detailing the 5 worst recent blunders in international marketing, from Whisky sold as manure, to offensive logos, to drinks suddenly named after homophobic slang.

 The article can be read on More About Advertising here.​