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Catherine Laz

French copywriter and transcreator

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Projects

Habitat

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TV script and VO for Orange

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adidas

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Dyson

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Guinness Brewing Worldwide

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About me

I am a senior French copywriter and transcreator in international advertising. I have an extensive experience working both with agencies and clients. I offer a direct, personable, flexible service, ready to work with you. Whoever and wherever you are. My clients have included Starbucks, FIFA, Innocent, Orange, LesFurets.com/comparethemarket.com, Nike, Adidas, EA, Guinness, P&G, Habitat, Dyson and many other blue chip brands. Over 80 in fact. I adapt and create campaigns in French (+German). I work on a freelance basis with the largest networks and the most creative shops in the world including BBH,Grey, Leagas Delaney, M&C Saatchi, TBWA, VCCP, Wieden+Kennedy. . One-to-one. CV on request. Lcathlaz@aol.com 0208 211 9791 I began my career as a copywriter in advertising as a transcreator from the start. Working for J. Walter Thompson in Paris, I was already writing and creating copy from English into French for global accounts. I came to London and worked for various agencies and clients, including Guinness Brewing Worldwide for the pan-African market. Our collaboration lasted 18 years. I was involved in the founding of World Writers, pioneering transcreation in advertising, with clients such as Nike for Widen and Kennedy, Portland. I wrote the French ads for their first global campaign across Europe. I founded Decoder Transcreation quickly after, writing and providing foreign copywriters for hundreds of international campaigns including adidas (300 ads),EA, P&G, Habitat, Dyson. http://www.frenchcopywriting.biz Facebook:: https://www.facebook.com/frenchcopywritingandtranscreation RESPONSABILITIES French + English copywriting, transcreation into French, localization, supervising and working with multilingual copywriters, liaising with creative directors and clients, content editing, CRM, VO casting and directing

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Skills

  • Advertising
  • Marketing PR
  • Writing
  • Copywriting
  • Editing
  • Blogs
  • Creative
  • Social Media Marketing
  • Web Content
  • Office
  • Word
  • Localisation
  • Content and Media Writing
  • Copywriting
  • French Copywriting and Transcreation

Work history

Currently

French Copywriter & Transcreator

Freelance

Apr 2005
  • London, UK
  • Freelance

  • I offer French copywriting and transcreation in advertising. Transcreation – or copy adaptation, localization – is a specialism. I work on global accounts with agency networks, independent shops or directly with clients. One-to-one. Pay for pure talent and creativity not overheads. French copywriting, transcreation, ideation, product naming, casting/VO directing. Content editing, CRM, e-commerce. Agencies include: BBH, Grey, M&C Saatchi, Leagas Delaney, Publicis, TBWA, Wieden +Kennedy, 180 Am ++ German copywriting available.

2005

Owner, CD and French Copywriter

Decoder Transcreation

Sep 1992 - Apr 2005
  • Full Time

  • I founded Decoder Transcreation, a creative consultancy specialised in writing and adapting advertising copy in French, across all European languages and more. 80 CLIENTS 500 PROJECTS FOR ADIDAS IN 30 LANGUAGES Main agencies/Accounts: BBH: Hugo Boss Dyson Electronic Arts Guinness Leagas Delaney: adidas, Patek Philippe MTV TBWA: Habitat Others: Aéroports de Paris, Allders, Andrex, Apple Magazine, BBC World, Bentley, British Aerospace, British Airways, Cable & Wireless, Christian Dior, Chrysler, Daewoo, Dell, Diners Club International, Electronic Arts, The Equitable Life, Emirates, Europ Assistance, Exxon, Footlocker, Fuji, Goodyear, Hertz, Hilton, ICI, Intel, Johnson&Johnson, Kenwood, Laboratoires Garnier, Lloyd’s of London, Luton Airport, Matra Marconi Space, Mauritius, Mazda, Mills and Boon/Harlequin, Mizuno, Nintendo, Nissan, Northwest Airlines, The Observer, Pantene, Pantone, Pentax, Pepe Jeans, Pernod, Procter & Gamble, Renault, Rolex, Rolls Royce MC, Salzenbrau, Siemmens, Singapore Airline, Sony/Psygnosis, Sopexa, Speedo, Sunsail, Thomas Cook, 3M, TNT & Cartoon Network, UBS, United Distillers/Johnny Walker, Velux, Vicks, Wella, Wellcome

1992

French Copywriter & Transcreator

World Writers

Jul 1989 - Sep 1992
  • London, UK
  • Full Time

  • I was part of World Writers founding team. We pioneered transcreation in the advertising industry in London. FIRST TRANSNATIONAL CAMPAIGN FOR NIKE, W+K Main agencies/Accounts: Wieden + Kennedy: Nike BBH: IBM, Häagen-Dazs, Alfred Dunhill, Levi’s, Shell

1989

French Copywriter & Transcreator

Grandfield Rork Collins GBW

Oct 1983 - Jul 1989
  • London, UK
  • Freelance

  • Accounts: Guinness Africa, BAT 18 YEARS WITH GUINNESS BREWING WORLDWIDE

1983

French Copywriter & Transcreator

J. Walter Thompson Paris

Nov 1982 - Aug 1983
  • Paris, France
  • Full Time

  • French copywriter and transcreator Accounts: Ford, De Beers, Ideal Toys, McDonnell Douglas,

Education

1982

Advertising and Marketing

Ecole Supérieure de Publicité-paris

Nov 1980 - Nov 1982
  • Paris, France

  • Gained a Brevet de Technicien Supérieur en Publicité et Marketing (BTS) after two years of studies.

Awards

1982

IAA

IAA

  • International American Advertising Award - New York