Losing Nothing in Translation
For a number of years, we had been doing some interesting mutual fund marketing for Boston-based Pioneer in the United States.
So, when Pioneer initiated Eastern Europe’s first retail fund family, we were called to Poland to launch several funds and create an integrated system of advertising, point-of-sale and investor education—in Polish, of course. We opened a satellite office in Warsaw and got to work.
We successfully met all the challenges inherent in such an assignment. For example, we had to work around the fact that—although Polish included specific words for “saving” and “speculating”—the language had no word for “investing.”