A new world beyond translation: Transcreation


Transcreation is a very unique feature of translation services that has its own framework of rules and challenges and requires some special skills and attitudes. In this blog entry, we will look at the secret ingredients that we need for this special formula(tion) of translation & copywriting.

Transcreation = Translation with creativity?

In the case of translation, the most important aspect of the process is to convey the meaning of the text from the source language to the target language as closely as possible. However, the main object of transcreation is not the meaning but the message of the text (which is often just a short slogan) and the emotions the text evokes – that is, the translated item should have a similar effect on the reader in both the source and the target language. Transcreation is most often used in the field of marketing and it requires a great deal of creativity on the part of the translator.

Transcreation = many questions & more niggling?

Transcreation is a special translation format that entails different attitudes from both the client and the agency. First and foremost, transcreation is a creative process that works in a looser timeframe than a regular translation project, and often the first delivery of the transcreated text is not the final one, as this might require finetuning. Therefore, communication is vital in a transcreation project as it is actually a constant collaboration between the client and the linguist. In addition to that, detailed background information – that is, creative briefs – is integral to the success of the transcreation projects. Such creative briefs should contain documents that offer ample background for the transcreator to find the best solution – including background information on the client, cultural details on the target language or its version (because of the linguistic and lexical differences, transcreation between UK and US English can happen, too) and its market; description of the media environment (in what format and on what platform the text will appear, are there character limits etc.).

Transcreation = the art of finding the most effective words

The unusual features of a transcreation project do not stop here. Compared to a translation project where the timeframe and its arrangements can be defined by exact factors (e.g. number of words or pages), transcreation projects cannot be described or organised this way – a slogan might only be three words long but its transcreation could still take many hours or days. As a consequence, the pricing should be based on working hours or per project, as it could entail many aspects that cannot be expressed in exact numbers (e.g. time for research or the finetuning process). At the same time, the linguist should be very much aware of his/her own timeframe and work patterns in order to estimate the necessary working hours as closely as possible. Service providers should opt for linguists with copywriting experience and, with a more specialised project, the expertise in a given field is also important. Due to cultural sensitivity, the linguist should have the target language as the native language and should live in the target country.

Transcreation is a challenging but interesting side of the translation industry that shows a unique viewpoint on how languages and cultures work in relation to each other. It requires a different approach than a regular translation, but a well-communicated and properly set-up project greatly improves the brand credibility of the client while opening up a new world of possibilities for linguists and language service providers.

Transcreation = a new possibility for your company to speak your target group’s language in a very effective way

Written by Beke Zsolt, Edited by Csilla Dömötör

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Ride2Autonomy in 24 EU languages for more sustainable public transport

Translating final documents for EU-funded pilot projects is always exciting as it offers a brief glimpse into the future.

Ride-to-Autonomy is an EU-funded project that demonstrates the integration of autonomous shuttles into the transport system in ten EU cities. As the project came to an end, a “Lessons Learnt Guide” was developed to bring together the key takeaways. Since the experiences of the ten pilot sites can provide guidelines for other European cities too, it was important for this document to be translated into all the EU languages. We were delighted to complete the 23 translations for our long-term partner Rupprecht Consult, the coordinator of the project.

The 30-page document includes special terminology related to urban planning and public transport. In order to guarantee success, it was crucial for the linguists we work with to have significant experience in these fields and to be provided with the relevant background materials.

Since we work on similar assignments regularly, we already have a proven team of reliable experts in every language pair. Once again, we could count on 23 professional translators to prepare the translations. These were proofread by 23 proofreaders who are native speakers to ensure that the text was easy to read, included the correct terminology and was free from errors. Translation and proofreading were followed by a rigorous quality check. During this process we also checked the terminology again. Our Quality Assurance team always makes sure that we deliver a high-quality text and that both the content and the formatting correspond to the original file.

You can find the 24 language versions of the Ride2Autonomy Lessons Learnt Guide here.

Read about our other translations in the field of transport and mobility here.

If you have a translation request, do not hesitate to contact us via our website form or at translation@eurideastranslation.com, and our colleagues will be happy to assist you.

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How to save translation costs without compromise on quality

There is nothing wrong with wanting to save money – and this is true for translation services too. It does not mean however that you need to ask your secretary to translate a 10-page chemical study, or you have to use Google Translate for making your website multilingual. We’ll show you how to use your translation budget wisely.

Let’s assume

Let’s assume that you are a Chemical Company.

Let’s assume that you have a long list of various chemical documents from labels to MSDSs, from registration documents to exposure scenarios, from SPCs to product brochures, that you need to translate from English into all the official languages of the European Union.

Now you need to set up a feasible timeline for the entire project, and choose a translation partner.

How much is it?

A major mistake a client can make in this situation is to ask for translation word rates from several agencies, and put them side by side. Comparing merely word rates will not give you the full picture. There are so many other factors that can affect the final sum you are about to pay: various discounts, file conversion fees, additional quality assurance charges, revision costs. It is misleading (but unfortunately still common practice) to take the total translatable wordcount multiplied by the translation word rate, and select the lowest bid.

Since SDSs (Safety Data Sheets), exposure scenarios, product labels, SPCs (Summaries of Product Characteristics) and similar chemical documents tend to include repetitive parts, we always analyse them and offer discount for the repetitions. Why can we do that? Because we have the appropriate technical background and software. We don’t like double work; instead, we like to use our head. And we build long-term relationship with our partners, so we help them see how they can save money – without compromise on quality.

In case of large orders, an additional volume discount can be applied, and we always have various Special Offers for new clients too.

Do the math

Instead of looking for the lowest translation word rate, collect all the translatable documents and send them to the selected translation partner candidates for an exact price and turnaround time. You’ll be surprised!

Due to repetitions, the actual translatable wordcount could significantly drop – and so will your expenses. What’s more, for large projects we are always pleased to give an additional volume discount.

Imagine receiving the translation of almost 1 million words while paying only for 29% of the wordcount. (These are real numbers of a recent chemical project!) Now how does this sound?

Good, fast and cheap

We all know the Good-Fast-Cheap triangle. You might very well think that if the bill is impressively low (compared to the high total wordcount, of course) the project either takes forever to complete or the quality is poor.

As for quality – well, that’s not countable. Unlike the chemical companies who have been choosing to work with us in the last 12 years. They are numerous. Giant chemical companies, suppliers of plant protection products, biocides regulation consultancies, law firms specialized in regulatory affairs – they all have one thing in common. They require top quality in terms of chemical knowledge and language expertise. Nothing is more important than that.

Thanks to our large pool of translators with chemical and regulatory affairs background, setting up translation teams requires no special preparation for us. We work with chemical documents on a daily basis. Our project managers will set up a timeline for you (no, you don’t have to deal with this), will calculate partial delivery dates, and you will receive the translations in several batches if that is more convenient for you.

Translation of 1 million words into a total of 15 languages in less than 6 weeks. (Again, real numbers from a recent chemical project.) Would this be OK for you?

Written by Anita Salát, Business Development Manager

Get a first-hand experience on how our language services can contribute to your success!

Ask for an exact quote or get the detailed cost-optimized price offer from our project managers at translation@eurideastranslation.com.

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Small is the new Big: why work with a boutique translation agency?

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Big multinational companies tend to work with global (mostly US-based) translation agencies offering a standardised service for a high price. Across the globe, thousands of project managers and linguists work around the clock to communicate clients’ brands and messages in every country.

Smaller (or boutique) translation agencies can offer services tailor-made to their clients.
They can build closer personal relationships and they know each client’s business well. Beyond mere translations, they also provide consultancy, helping clients to find solutions to any challenges they face. What’s more, they have the flexibility to act as their client’s external “team member”.

Can smaller agencies survive alongside their global competitors?
The answer is yes, most definitely.

What are the advantages of working with a boutique translation agency instead of a global one?

  1. Lower price vs. higher price
    Since smaller agencies have lower overhead costs than their global competitors, lower price is definitely the key advantage of a smaller agency. However, price isn’t everything, so let’s take a look at the other benefits.

  2. Tailor-made services vs. standard services
    Boutique agencies are able to shape their services according to the needs of their clients, allowing them to make changes at short notice or even find a personalised solution to resolve any problems faced by the client. By contrast, global agencies have standard services, which means clients’ needs have to fit into one of the service categories they offer.

  3. Specialisation vs. every field
    Boutique agencies typically specialise in a few fields. This means that they can really be experts in those fields, providing clients with the reassurance that the boutique agency really knows what they are translating. Big agencies translate everything, leaving room for doubt as to whether the translator working on a document really has expertise in the given field.

  4. Better quality vs. good quality
    Of course, we can’t say that big agencies necessarily provide inferior quality, but given that small agencies always work with the same team of specialist linguists who are already familiar with the client’s business, we can assume that the quality of the output is better in the latter case.

  5. Fast-moving vs. slow-moving
    Small companies can adapt their business strategies to changing markets faster than global companies. As a result, clients of a small agency get a more up-to-date service and possibly even superior technical solutions compared to the clients of a global agency. Small agencies can also adjust better to changing client needs.

  6. Faster delivery vs. longer lead time
    With less bureaucracy and less staff involved in a project, small agencies can react quicker and deliver rapid solutions.

For companies that set or follow market trends, that need to react fast and have special communication needs, it makes sense to work with a specialist boutique translation agency to secure the best client service, optimal quality and timely delivery – all at a fair price.

Get a first-hand experience on how our experienced translation experts can contribute to your success! 
Check our offer for new clients* and try our services!

How people celebrate Christmas in different countries

Every culture prepares for and celebrates Christmas in its own way, upholding customs that might be amusing or surprising for other nations.

I remember that during my childhood in Hungary my grandmother would go to the market a few days before Christmas to buy a live carp (which were kept in huge aquariums in the market). She then kept it live in the bathtub until the time came to cook it for dinner on Christmas Eve. When I told my international friends about this tradition many years later, they were quite taken aback.

However, I have also learned of some surprising traditions in other countries. For example, Christmas Eve (24 December) is a time to party in Greece. People go out with their friends instead of staying at home with their nearest and dearest.
Now that I live in Germany, I have learned that advent and Christmas markets are very important and the typical Christmas dinner is sausage with potato. I have also had the fortune to celebrate Christmas in countries where it is summer in December – Santa on the beach – and for me that is the best way of all.

As the owner of a translation agency, I have always been very interested in different cultures, so here are some examples of Christmas traditions from all over the world:

  • United Kingdom – Children hang stockings on their bedposts so they wake up to small gifts in the morning.

  • Singapore – The Christmas lights are among the most impressive in the world.
  • Japan – Many Japanese people order KFC food for Christmas dinner. Christmas was, and still is, a secular holiday in Japan – a country where less than 1% of the population identifies as Christian – and in the 1970s many people didn’t have established family Christmas traditions. In 1974 KFC launched a Christmas campaign and since that time many Japanese people have taken to buying KFC chicken for their Christmas meal.

  • Germany – One month before Christmas the main squares of German cities transform into Christmas markets where people meet for ‘Glühwein’ (mulled wine) and ‘Bratwurst’ (grilled sausage), as well as to shop for handmade products. There are 2,500-3,000 Christmas markets in Germany per year. If you live in Germany or are there for a visit, it’s a must to see at least one Christmas market.
  • Mexico – Las Posadas, a nine-night celebration from 16 to 24 December, is an important part of Christmas celebrations in Mexico. Each night, people go to a party at a different home. They commemorate Mary and Joseph’s search for an inn by forming a procession to that evening’s location and symbolically asking for shelter. For children, the highlight of the night is the breaking of the piñata, a brightly decorated paper (or pottery) container filled with candy and toys.
  • Austria – In Austria and Bavaria, St. Nicholas gives gifts to children who have been good, while Krampus, the half-man, half-goat, comes around to drag away those who have been bad. In some places, men dress up as Krampus for a ‘Krampuslauf’ (Krampus run) to give kids a fright.
  • Australia – Surfing Santa. It’s summer at Christmas time so you’re likely to see a surfer in a Santa hat. It may not be an official tradition, but it’s certainly fun.

Written by Kristina Bitvai-Aeberhard, Managing Director of Eurideas

Why spend time and money on back translation?

The translators of the following US marketing slogans most probably did not bother with back translation (or something else went wrong):

HSBC Bank: “Assume Nothing” translated to “Do Nothing” (in several European languages)

KFC: “Finger Lickin’ Good” translated to “Eat Your fingers Off” (in Chinese)

Braniff Airlines: “Fly in Leather” translated to “Fly Naked” (in Mexican Spanish)

Back translation and reconciliation services provide additional quality and accuracy assurance for your most sensitive translation and localisation projects.

Below is a simplified description of an English-to-French back translation and reconciliation process:

  1. A translator who is a native French speaker translates the English text into French. Next a native French proofreader reviews the translation, followed by the usual quality check performed by our in-house Quality Assurance team.
  2. Another translator who is a native French speaker translates the French text back into English. The back translation needs to be fairly literal, so that the reader understands the meaning precisely. It is important here that the French translator does not have access to the original English text and cannot refer to it.
  3. Our Quality Assurance team member compares the original and the back-translated English text to identify any instances where the meaning is confusing or slightly off. It should be noted that the back-translated text will never be exactly the same as the original text.
  4. Our Quality Assurance team member – working together with the translators – assesses the differences in order to determine whether or not they are due to errors in the translation and then prepares a reconciliation report based on the findings.
  5. Finally the English-to-French translator makes any adjustments to the French translation that may be needed.

When do we recommend back translation?

  • For sensitive or high-risk texts (e.g. clinical trials, consent forms, medical devices);
  • For creative marketing content and transcreation (e.g. advertising slogans);
  • Any other cases when you would like to have an additional quality assurance process in addition to our usual quality check.

There are also some cases when back translation is required by law or prescribed by certain companies or organisations.

In conclusion, it is definitely worth spending more time and money on back translation and reconciliation processes, as you can save yourself a lot of trouble and huge sums in the future by making a small investment today.

Feel free to reach out if we can also assist you with our translation services. Contact us at translation@eurideastranslation.com, and we’ll be glad to send you a quote.

Aluminium translations in demand

After an intense “nickel” period at the end of 2019, during which we translated some one million words into 15 languages in six weeks for the Nickel Institute, now another chemical element is keeping us busy.

This spring, we started working on translations for two aluminium-related organisations almost simultaneously. The Sustainable Bauxite Mining Guidelines will soon be available online in Indonesian, Chinese and Brazilian Portuguese, while the Sustainable Bauxite Residue Management Guidance will be published in Arabic, French, Chinese and Brazilian Portuguese on the website of the International Aluminium Institute. We delivered over 210,000 words in the scope of these projects.

The sustainability NGO Aluminium Stewardship Initiative contacted us with a request to translate the Indigenous Peoples Advisory Forum brochures for them. The Brazilian Portuguese and Latin-American language versions are already available to be downloaded. Translations of the ASI Performance and Chain of Custody Standards into the same languages will follow shortly. The total wordcount of these translated documents amounts to some 345,000 words.

Given that we’ve also been translating articles, position papers, sustainability reports and other documents for the European Aluminium Association since 2014, it’s fair to say that when it comes to aluminium translations, we’re in our element.

Feel free to reach out if we can also assist you with our translation services. The topic doesn’t have to be related to the periodic table!
Contact me at anita@eurideastranslation.com, and I’ll be glad to send you a quote.

Transport, mobility and sustainability translations – topics close to our heart


This year has seen many changes in European public transport, with initiatives like Germany’s 9 Euro ticket experiment and completely free public transport in Malta from 1 October.
It comes therefore as no surprise that our customers have turned to us for numerous translation projects related to mobility, sustainability, urban development and public transport infrastructure.

European Mobility Week, the European Commission’s flagship awareness-raising campaign on sustainable urban mobility, is run every September by three city networks Eurocities, ICLEI and Polis, together with national coordinators and local campaigners from across Europe. We’ve been providing translation services to Eurocities since 2008 and to ICLEI and Polis since 2010. Moreover, for the third consecutive year we’ve translated the campaign’s Thematic Guidelines from English into all the official languages of the European Union.

The other large-scale mobility project we’ve been involved in is EfficienCE, a cooperation project funded by the Interreg CENTRAL EUROPE programme that is aimed at reducing the carbon footprint in the region. The project is led by the City of Leipzig, and managed by Rupprecht Consult. We’ve translated five transnational handbooks for the deployment of energy-efficient public transport infrastructure technologies from English into German, Slovenian, Italian, Czech and Polish.
These publications were created in InDesign, so the services we provided also extended to multilingual typesetting. The versions in the various languages are to be published on the project website.

EU-funded projects and documents revolving around sustainability and innovation are always popular with our colleagues and translators.
If you’re looking for a reliable translation partner for a similar project of yours, we’d be delighted to hear from you.

Feel free to contact me at anita@eurideastranslation.com so we can discuss the details for a quote.

What’s a translation agency doing at Chemspec Europe 2022?

Business without live events is possible, but it’s not much fun.

At the end of May, I’ll put on my smart clothes again, step into high heels and hop on a train to attend Chemspec Europe 2022 in Frankfurt. It’s been a while since my last face-to-face event and I’m looking forward to it (even if we’ll be chatting about SDSs and REACH!).

Life hasn’t stopped, especially in the chemical sector, in the last couple of years. During the last 12 months we translated over 1 million words of SDSs, SPCs and labels, not including other regulatory documents and sworn translations required for, say, a product registration. Most of these files were needed in all the official languages of the EU, which means that we delivered well over 20 million words of SDSs, SPCs and labels to our clients in a year.

This pretty much explains what I’ll be doing at Chemspec Europe 2022, one of the biggest chemical events of the year. Finally, I’m going to meet the people behind the email addresses: familiar faces and new ones alike. You can find the Eurideas Language Experts booth in the regulatory affairs section (Stand RS-J118), surrounded by some of our long-term partners like ReachLaw and Arkema, as well as more recent ones like Neogen Chemicals.

Come and say hello if you’re attending or get in touch at anita@eurideastranslation.com if we can assist you with translation services.

Written by Anita Salát, Business Development Manager

We know everything about chemical translations

Case studies related to chemicals

Chemicals is one of the main fields in which Eurideas specialises. We translate and edit chemical documents daily – during the last 3 years we have translated more than 5 million words for clients in the chemical sector from all over the world.

Through years of translating chemical texts we have learnt a lot about the challenges and concerns clients usually have. It must be stressful to ensure that safety data sheets, SPCs, labels and other documents are translated in several languages, at the highest quality, by a strict deadline.

We do this every day, and we are happy to share our expertise with you.
Read our collection of case studies to learn more about our working method:

Great expectations: 1 million words, 15 languages, 6 weeks >>>

What if you have lots of files into lots of languages, and you need help in planning the entire project? This is a real case study for The Nickel Institute.

Our solution for seemingly impossible translation deadlines – SPCs in the spotlight >>>

From English into 25 European languages in 5 days – submission deadlines of authorities are frightening but feasible with our work method.

Do you speak “agro”? Challenges of translation in agriculture and in agro-industry >>>

Chemical translations for the agriculture sector require a complex knowledge of different fields.
What are these?

Questions I heard at ABIM 2021 Basel – Here are the answers >>>

Our Managing Director visited the Annual Biocontrol Industry Meeting in Basel last October. This is her summary about the FAQ regarding translations.

Do you have translatable documents related to chemicals or the legislation of chemicals? 
Ask for a detailed cost-optimized price offer from our project managers at translation@eurideastranslation.com or click and contact us for your customized quote.

Get a first-hand experience on how our experienced translation experts can contribute to your success! 
Check our offer for new clients* and try our services!

Medical: when translation is a matter of life or death

We talk a lot about how to save translations costs and how to meet the seemingly impossible translation deadlines of authorities. However, there are certain fields where neither price nor turnaround time is more important than accuracy. With translations for the medical and pharmaceutical industry, whether they are intended for the health authorities, professionals or patients, there is no room for errors.

How to achieve this

  • Qualified translators with relevant medical, pharma, or bio-sciences background and experience: Eurideas has strict selection criteria and processes that enable us to work with the best translators in each field.
  • Extensive quality control: Each document is translated by a native speaker translator, checked by another translator, and then goes through a two-step quality check. This means the watchful eye of at least three separate persons.
  • Top-notch technology: Translation memory tools, terminology databases and glossaries are crucial for effective and consistent work, and there are plenty of other software solutions that allow us to provide additional services like multilingual typesetting or digitisation.

Typical documents we can help you with are labels, packaging, product information, manuals, patient brochures, summaries of product characteristics (SmPC), regulatory submission dossiers, toxicology reports, data sheets, instructions for use (IFUs), informed consent forms, clinical research, scientific papers, certificates, and veterinary documents.
Beyond standard translation, we also offer certified translation of these files.

Most of our medical projects are translations from English into some or all the official languages of the European Union, plus Icelandic and Norwegian, but we can cover a lot more languages: in 2021 we delivered translations to clients in 194 language pairs.

If this is something that sounds relevant or intriguing to you, feel free to reach out to me at anita@eurideastranslation.com for a quote or for further information.
The beginning of the year is always a good time to have a look around and try new translation partners. Check our Welcome Offer here.

Written by Anita Salát, Business Development Manager

Be prepared – 5 crucial business tasks we undertake at the beginning of the New Year

As the owner of a small business, the beginning of the year is always very busy. It’s not only that we need to check last year’s figures and results, but also there are several tasks we have to complete together with the project team in order to set the foundation for continued growth for the year ahead.
Here are some of the crucial tasks that need to be undertaken at Eurideas every January.

We check what’s trending
We sit down with the business development team and analyse last years’ assignments and try to make conclusions on possible trends. If we find something interesting or new, we carry out further research into it, and focus more on that field in the coming year.

We define company goals for the New Year
We define what we consider to be success this year and what key performance indicators the team must accomplish to achieve our goals. We also decide who is responsible for what and by when certain jobs need to be done.

We plan the annual budget
It’s mainly my task to forecast the revenue we should achieve in the New Year. I also draw up the operational budget, meaning how much we should spend on human resources, IT, marketing, etc.

We look for ways to optimise operations
As we’re growing every year, our operations and processes need to be adjusted continuously. The start of the year is a great time to sit down with the team and examine the processes with a fresh eye and optimise them if needed.

Establish infrastructure for growth
Based on previous experience, our scarcest resource is time. This year we will allocate more resources and focus on growth, besides delivering value. The infrastructure for this needs to be set up now.

If you have a similar to do list at the beginning of each year, and you have realised that one of your objectives is to enter new markets this year, you might also need translation services.
Instead of assigning the job to several freelance translators, you might consider optimising the work and select an experienced language services provider.

If you would like to save costs as well, I would say that it’s a must to work with one translation partner in the long term.

In 2022 we welcome new clients with a special offer, and we build a translation memory with all our partners in order to optimise costs and to ensure quality.

Written by Kristina Bitvai-Aeberhard, Managing Director of Eurideas Language Experts

Spotlight on health translations

Actually the last two years have seemed like one long health awareness period. Our health is something we’ve started to look at differently. No wonder that health-related translations now represent a larger share of our projects than before.

October is Breast Cancer Awareness Month, November is Men’s Health Awareness Month, and you could go on with the list… actually the last few years have seemed like one long health awareness period. Our health is something we’ve started to look at differently.

No wonder that health-related translations now represent a larger share of our projects than before.
Beyond COVID-related documents, here are four examples of recent assignments:

  • For years we’ve translated various materials into 11 languages for the Personalised Medicine Awareness Month campaign of ECPC, the largest European non-profit cancer patients’ association.

  • We continuously assist Health Care Without Harm (HCWH) Europe, an international non-profit association, with translation and typesetting services to lead the global movement for environmentally-responsible health care. Measuring and reducing plastic in the healthcare sector, and sustainable food contact materials in the European healthcare system, are just two of the recently published papers we worked on.

  • Translations for the VAC-PACT project (Vaccination Confidence – Patients’ and Professionals’ Awareness, Communication and Trust) kept us busy last August and September. This EU-funded project is designed to improve vaccine uptake and confidence, and provides patients with chronic diseases, health professionals, and supporting communities, with tailored information in all the official languages of the European Union. Factsheets, quick guides, e-learning materials, videos, and the project website are all translated and published in local languages.

  • The Health Policy Partnership, a specialist health policy research organisation, has been working with us since mid-2020. As a result of our cooperation, a policy toolkit and a clinical toolkit on fragility fractures, a handbook on heart failure care, and a leaflet on heart valve disease, have all been translated into several languages. Beyond translation, we also took care of the layouting of these informative publications in InDesign.

If you have similar translation or multilingual typesetting needs, feel free to contact us.
We are always happy to welcome new clients and interesting projects – not only in the health field!
Check out our Welcome Offer here, or contact me directly at anita@eurideastranslation.com.

Written by Anita SalátBusiness Development Manager