Maghreb: build a multilingual brief before generating a campaign

The decision to prepare

Define the public, the situation and the language before requesting variants of an artificial intelligence tool. The country, the context of the diffusion and the commercial promise must remain identifiable.

A work territory, several communication situations

The Maghreb is not a uniform public. For an agency, the right work unit is a situation: a person, a need, a support and an offer accessible in a given market. We propose to build the brief on this scale. French, standard Arabic, daija or other linguistic uses are not interchangeable options to apply at the end of production.

Our method: write the scene before the sentence

First, describe when the campaign will be seen. Is it a video watched without sound, a service search, a conversation with an advisor or a product explanation? Then write what the public needs to understand and be able to do. This communication scene guides the registry, length, evidence and channel. It avoids reducing an audience to a supposed cultural affiliation.

Three columns to compare versions

We recommend a grid with intent in French for work, the proposal in the language of distribution and the comment of the local editor. The comment explains a choice of registry, an ambiguity or a reference that may be circulating poorly. It is not limited to reporting a fault. Also, keep a rewording of meaning so that the advertiser can validate the promise without having to master each variant.

The useful role of AI

An assistant can propose several formulations, identify deviations in length and prepare a list of points to check. He should not be responsible for deciding alone what would be "authentic" for a whole population. A fluid result can remain displaced in a specific situation. The rereading should focus on the meaning, tone, pronunciation, visual signs and consistency with the service actually offered.

Linking creation to the media plan

To choose a channel in Morocco, NART's observatories offer a documentary entry point on equipment and usages. They do not replace campaign-specific data. A national statistic does not automatically allow a preference to be attributed to a community. Check the period, population studied and type of indicator before using it in a recommendation. For Tunisia and Algeria, provide an equivalent local basis rather than transpose Moroccan figures.

Validation before dissemination

Our final check is based on six questions: is the market named; is the language consistent with the situation; is the offer available; is the promise the same; has a competent reader validated; does the arrival page extend the message? Document the answers with the version distributed. This preparation work allows you to learn from a campaign and correct a variant without starting the whole process again.