Lost in Translation? Not on Our Watch. The Mawer Story.

TMO led the complete French-language cultural adaptation of the Mawer Investment Management website for the Quebec market. Going far beyond simple translation, our team ensured that every page — from fund descriptions and institutional content to investor resources — spoke authentically to a francophone audience while maintaining the brand's distinctive voice and regulatory precision. The centrepiece of this mandate was the adaptation of Mawer's iconic tagline, "Be Boring. Make Money.™" A literal translation would have fallen flat; instead, we crafted "Ennuyant et payant™" — a concise, rhyming formula that preserves the original's self-aware wit and irreverent confidence while landing naturally in Quebec French. This creative tagline captures both the meaning and the spirit of the brand promise in just three words, proving that effective cultural adaptation is not about mirroring language, but about recreating impact.