AAA Translation News Blog

Industry news, global business advice and our monthly immigrant interview series….



Wednesday, November 22, 2017

Chesterfield Magazine

Chesterfield resident Susanne Evens, founder and CEO of AAA Translation was selected as a 2017 Immigrant Entrepreneur award recipient at the St. Louis Mosaic Project’s annual award ceremony that celebrates St. Louis community leaders. She established her Chesterfield-based foreign language translation and global consulting firm in 1994, which now offers services in 150-plus languages.

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Business Award

Friday, September 15, 2017


Susanne Evens, founder and CEO of AAA Translation, received an Immigrant Entrepreneur Award from the St. Louis Mosaic Project.


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AAA Translation Becomes Thirteenth Mosaic Ambassador Company

Wednesday, August 30, 2017


August 30, 2017

Contact: Vin Ko Susanne Evens

Senior Program Manager Chief Executive Officer

St. Louis Mosaic Project AAA Translation Co.

AAA Translation Becomes Thirteenth Mosaic Ambassador Company

AAA Translation has been a long-time supporter of St. Louis Mosaic Project, but is most recently contributing by joining ranks of the Ambassador Companies. AAA Translation is based in St. Louis and operates globally under its founder and Chief Executive Officer, Susanne Evens.

Since 1994, the company has offered translations services. Today, the company has evolved to provide multi faceted global solutions and services including:

  • Translation (for websites, print, video, technology and more)
  • Localization
  • Technology integration solutions
  • Foreign language video production, including creation, subtitling, voiceovers and marketing
  • Interpretation for conferences, trade shows, meetings, healthcare settings, tours and more
  • On-demand telephone interpreting
  • Global consulting
  • Language and cross-cultural training for individuals or groups

AAA Translation employs full-time and part-times individuals in St. Louis as well as contracted translators located all over the world. Translation services are provided in 150 languages at any time of the day. Clients utilizing one or more of AAA Translation’s services range from a variety of industry and size, examples being: Energizer, Enterprise Rent-A-Car, Boeing, and Arch Grants. The company offers free consultations that can be requested here.

Susanne Evens founded AAA Translation directly following the move from her hometown, Aalen, Germany. Her entrepreneurial success and immigrant experience have inspired her to live a life of giving through cultural exchange. She has been a St. Louis Mosaic Ambassador since the organization’s inception as well as having served on the boards of the World Trade Center- St. Louis, the German American Heritage Society, and The Missouri Humanities Council and Trailnet. Evens’ work has been featured in National Public Radio (NPR),, Bloomberg Business News and many St. Louis Publications.

Going further, Evens has been the president for over 10 years of the St. Louis – Stuttgart Sister Cities program, the oldest sister cities partnership in St. Louis, established in 1960. Throughout her presidency she has organized major events and fundraisers, maintains the exchange programs between three local high schools and three high schools in Stuttgart, and three local universities and the University of Stuttgart, Germany, and has facilitated official trade delegations between the Sister Cities.

AAA Translation will continue fostering diversity and inclusion at the workplace by spreading information about St. Louis Mosaic Project by distributing literature on the programs as appropriate, participating in Mosaic volunteer opportunities, and encouraging those involved with the company to become Mosaic Ambassadors.

About the St. Louis Mosaic Project

The St. Louis Mosaic Project was launched in 2012 in response to an economic impact report that showed St. Louis was lagging in immigrant growth and highlighted the potential economic benefits of increasing its foreign-born population. The Mosaic Project is a regional initiative that is professionally managed by St. Louis Economic Development Partnership, World Trade Center and a 27-member committee. Its goal is to transform St. Louis into the fastest growing major metropolitan area for immigration by 2020 and promote regional prosperity through immigration and innovation. Learn more at

About AAA Translation Since 1994, AAA Translation has offered comprehensive yet simple solutions for multi-faceted global businesses anywhere in the world. The company’s objectives are to provide world-wide consultation services for the global marketplace, coupled with high quality, broad-based translation and interpretation services in 150+ languages. AAA Translation uses top-of-the-line language translation technology and interpreters, backed by state-of-the-art equipment in order to provide each and every client the personal, professional service they expect and deserve. At AAA Translation, “We’ll Take You Global.” Learn more at


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10 languages for the Whitney Museum of American Art, New York

Tuesday, May 02, 2017

..... and the winner of the Starbucks gift card is: 

Congratulations to Todd Schinsky with DAP Products, Inc.

Last month's trivia question was:  What is Tsundoku?


Just another day in the Life of AAA Translation:

"When The Whitney Shop decided to make a series of design-centered postcards featuring 10 different world languages, we needed a partner who would not only make sure the translations were accurate, but the nuance of the meaning was captured. This project was as much about the look and feel as it was about the words, so we needed guidance regarding not just language, but appropriate places to create line breaks and Carol and Susanne held our hands every step of the way."

Whitney Museum of American Art, New York

Translation is not a word-for-word change from one language into another. 

Translating ads and marketing messages are complex activities usually requiring more than just translation, it requires quite some research and knowledge. Besides the fundamental ability to understand and translate text into another language, the main skill needed-yet always overlooked-is the ability to craft, write and produce short, engaging headlines, body copy, and taglines that effectively reach their audience. 

These are commonly known as "transcreations", recreating marketing messages in other languages for consumers in different regions and cultures so they look and feel tailor made for that specific country. 

Contact us for a free consultation on how we can help you with your global marketing messages.


Facebook Engineer on why Translation is still hard 

You know neural machine translation (NMT) is reaching the peak of inflated expectations on Gartner's Hype Cycle when engineers of giant tech companies proclaim on stage that the end game for the technology they are working on offers nothing short of making the world a better place.

On April 19-20, 2017, Necip Fazil Ayan, Engineering Manager at Facebook, gave a 20-minute update at the F8 Developer Conference about the current state of the art of machine translation at the social networking giant. 

Language is Big Business 

The language industry is big business, with the worldwide language services market growing at an annual rate of 5.52%. 

The Centre for Next Generation Localisation reports that localization is the 4th fastest-growing industry in the United States. And, Inc. Magazine lists the language industry as one of the top industries for starting a business.

The industry is diverse and technology-driven, with an increasing impact on both global and regional economies. 

Here are three key facts to consider: 
The size of the overall global language industry in 2016 is estimated at $40 Billion (USD), with estimates of up to $45 Billion by 2020.

The projected growth rate is 6.5-7.5% annually through 2018. 

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St. Louis Regional Chamber and Explore St. Louis foreign language video production

Friday, April 21, 2017

Do you know what Tsundoku means?

Email the correct answer to and you could win a Starbucks gift card.

Each day, we handle many different language related projects and today we want to showcase a cool foreign language video project:

The St. Louis Regional Chamber and Explore St. Louis engaged us to create foreign language voice-overs of this video showcasing St. Louis:

How did we do it?
First, we took the English script and localized it into all the target languages. This was performed by expert in-country translators, making sure the words and phrases are common within that culture.

Because you really don't want this to happen when using Google Translate:
Not only did we translate/localize the script, we also calculated the exact time it will take to fit the new language into the allotted (English) time provided.

Language expansion/contraction - a natural occurrence
Each language has different structures. For example, Japanese could expand by up to 60% and German or Spanish can be longer than English, too. A literal translation of an English voice-over script can be too long to fit in the allotted time, and the script could sound like a horse racing commentary. We wanted to avoid that at any cost.

This is where our consultative approach helps - we can advise you on how to streamline the script. We have in-house editors who can help suggest changes to the script without changing the message, or we can also rewrite the video for each appropriate market.

Do you like my voice?
It's really important to choose a voice that is not only really nice sounding, but also fits the message. So think carefully about the type of voice you need. What language and what kind of accent? Do you want your artist to sound cheerful or formal? Always look for a voice that suits the genre of your video. For example, if you choose to make a video for an advertisement, the voice should sound lively and energetic, not boring or annoying.

For this project, we chose a lively and energetic voice.
By choosing the right voice, you'll engage your target market again and again.

The importance of the right Accent
The artist must speak both languages well, as a poor accent could ruin your credibility in a new market. The problem with the wrong accent is that the listener may be distracted by the speaker's accent, and not listen to the actual message.

We have lots of voice samples to choose from to make sure your video has the right kind of voice.

FYI - Susanne Evens, CEO of AAA Translation, has been a German voice-over artist for over 20 years.

It's all in the Details
At the final stage, you've selected an awesome sounding artist and ready to spread your message to the world.

Clear instructions before the recording session are essential. Any information on pronunciation, brand guidelines, tone and objectives are important. Re-running through these keeps things focused and on brand.

While most clients will not attend the studio sessions, really clear instructions to the studio engineer will ensure no need for re-recording.

Want to learn more or have a need for a foreign language video?
Call us for a free consultation: 636 530 1010

Keep in mind that forecasters are predicting digital marketing to rise to 69% by 2017, and continue up to 79% by 2018.

More fun videos

25 Hilarious Movie Subtitling Errors:

We very much appreciate these new client testimonials:

"We love working with AAA Translation! They manage lightning fast turn-around on work while also being extremely careful and exact in providing accessible and accurate translations." STAPLES

"Thanks so much for the Japanese translations. We are very pleased." JURISTAT

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Podcast with Susanne Evens

Friday, December 02, 2016

Listen to Susanne Evens and MichMash podcast

Susanne Evens is the CEO of AAA Translation and a top 100 person to know in STL. We talk pretzels, alien languages, David Bowie and learn how to say "Tough Tootsies" in German.

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When Small to Mid-Sized Companies Go Global: HR Tips for Global Remuneration

Monday, August 08, 2016

As global markets provide growth opportunities and expanding technology enables us to communicate with anyone around the world, more and more small to mid-sized businesses are hiring people across geographic and cultural boundaries. This new territory creates the need for global HR policies and programs, which can be tricky to navigate.

“One of the many challenges global companies face is remuneration. Global integration of pay programs requires careful benchmarking, country market pricing, cultural considerations and much more,” says Jan Schoemehl, owner and principal consultant at Growing GlobalHR Partners.

There are many factors for companies to consider related to global compensation and benefit programs, including:

Work-Life Balance

Not historically found in U.S.-based businesses, HR policies related to work-life balance are common and/or mandated by law in many international markets, including Europe. These can include flexible work time, extended holidays, equal rights, paternity leave, extending health care benefits to same-sex partners and more.

Language Laws

Laws in countries like Belgium, Chile, France, Poland, Portugal, Quebec, Turkey and more require that most employee communications—including written compensation and benefits plans—be communicated in the local language. Even if a company declares that English is the organization’s official language, it doesn’t allow them to ignore these laws. It’s important to research the laws in each country where you’ll operate and then translate all required HR documents in those areas.


Any global pay, bonus or benefits plan should clearly define all key terms. Common words or phrases in the U.S., such as “regular,” “full-time”, “salaried” or “exempt” may mean something different (sometimes significantly different) abroad.

Cross-Border Alignment

American headquarters employees might get employer-provided medical insurance, dental insurance, an adoption-reimbursement plan and a company severance pay plan. Meanwhile, executive employees in your France office might get a profit-sharing plan and company cars. Isn’t it best to extend these offerings to all teams? Perhaps. But perhaps not. For example, the U.S. doesn’t have a broad socialized government medical care system, but France does, so this benefit isn’t needed there. Conversely, executive company cars are expected in Europe and sometimes tax-advantaged, whereas they are not the norm in the U.S. Look carefully at what you want to extend to all employees and what benefits or compensation are best to offer only in a specific country or continent.

Local Compensation Laws

Discrimination and pay laws can vary quite a bit in difference countries. For example, discrimination laws in Europe and other parts of the world can force an employer that gives a benefit to one class of workers to offer the same to all equivalent-or-higher employee groups. Laws in Europe also ban the common U.S. practice of limiting a benefit (such as medical insurance) to full-time staff. Laws in the Middle East prohibit compensating foreigners more than locals. And bonus plans that pay a significant percentage of employee compensation can trigger quirky local pay laws. Always do your research.

To learn more, contact AAA Translation or Growing Global HR Partners.

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Grammy Nomination Audiobook Project

Tuesday, July 12, 2016

AAA Translation was selected to provide foreign language voice talent (in multiple languages) for a unique audiobook collaboration with St. Louis author Emily Carpenter (author of American Female: A True Tale of Adventure); Grammy-nominated, multi-platinum, award-winning recording engineer Carl Nappa and Nelly’s Extreme Institute Studios.

“The book takes place in multiple countries and many languages, and for the audiobook version, pronunciation accuracy was critical,” said Susanne Evens, founder and CEO of AAA Translation.

Author Emily Carpenter and sound engineer Carl Nappa will be submitting the American Female audiobook to the 2017 Grammy Awards, for consideration in the Spoken Word category.

“We are very excited to begin our Grammy nomination campaign and can't thank AAA Translation enough for their hard work and contribution,” said Carpenter.

American Female is "The Devil Wears Prada," meets "Eat, Pray, Love," while "On the Road." Middle-class, mid-career, and Midwestern, twenty-something Emily Carpenter walks into a new job that isn’t middle anything. In only slightly more time than it takes to get a passport, this brave adventuress finds herself thrust into a world of lavish luxury, corporate hijinks, and personal scandal. Jet-setting around the globe with her sociopathic boss, she discovers the line between right and wrong is generally negotiable, and almost always in a language other than English. Forced to her breaking point, Emily has to decide what is more important: her old self-respect or her new career. But first - she’ll have to survive.

Learn more about the book at



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St. Louis Business Journal Feature Article about AAA Translation and CEO Susanne Evens

Tuesday, May 24, 2016

The St. Louis Business Journal recently ran a feature story on AAA Translation and the company's founder/CEO Susanne Evens, after she was selected as one of the Top 100 People to Know in St. Louis to Succeed in Business.

"Susanne Evens' story is the perfect example of how hard work and dedication can lead to success," said Mayor Francis Slay.

In addition to founding AAA Translation in 1994 and serving as its CEO, Susanne has been a leader and volunteer for several business and nonprofit organizations, including the World Trade Center St. Louis board and the St. Louis-Stuttgart Sister Cities, where she has served as the nonprofit's president since 2006.

"It's one of the oldest sister city alliances in the country. Quite an accomplishment. She's a treasure," said Lansing Hecker, Honorary Consul of Germany for Missouri and Southern Illinois.

Click here to read the full article.

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Susanne Evens, Founder/ CEO of AAA Translation, Selected as a Top 100 People to Know in St. Louis to Succeed in Business

Tuesday, April 12, 2016

Susanne Evens, founder and CEO of AAA Translation a professional foreign language translation, interpretation and global consulting firm founded in 1994 – was recently selected as one of the Top 100 People to Know in St. Louis to Succeed in Business. The award winners will be honored during a luncheon April 12 hosted by Small Business Monthly at the St. Charles Convention Center.

Ms. Evens founded AAA Translation in 1994 and, under her leadership, the company has grown to serve business clients around the world (from Anheuser Busch to The Vatican), working in more than 150 languages to provide translation, interpretation and global consulting services. Since its inception, AAA Translation has been committed to the community, providing resources and time in support of organizations such as Arch Grants, Circus Flora, German Heritage Society, the German School Organization, Sister City programs and more.

Additionally, Ms. Evens has been president of St. Louis-Stuttgart Sister Cities, a nonprofit organization, since 2006; a board member for the World Trade Center St. Louis; a board member for the German American Heritage Society; a board member for the German American Committee; a member of the St. Louis Mosaic Project Advisory Board and is a sought-after expert on international communications and global business development. She is a regular contributor to the BusinessWeek Alliance/Market Advisory Board, and her advice and insights have been featured on: National Public Radio (NPR),,, Bloomberg Business News,, St. Louis Commerce Magazine, St. Louis Business Journal, CBX KMOX Radio, Pete the Planner Radio Show Indianapolis, International Enterprise Singapore and various German radio stations

Evens was instrumental in bringing two German-based companies to set up facilities and initiate trade within the Midwest. She’s also a guest lecturer at the University of Missouri-St. Louis, has served as a mentor for the Women’s Leadership Council at UMSL and was honored by the German American Heritage Society of Saint Louis in 2013 with the organization’s prestigious Friedrich Hecker Freedom Award.

“I am so honored to be among those selected and named as a Top 100 St. Louisan to Know to Succeed in Business,” said Evens. “We work with companies around the globe and in every industry to help them navigate and succeed in the global marketplace, but St. Louis is home. We are proud of the strong relationships we have built and the roles we have played in our city’s business growth.”

Learn more about Susanne Evens and AAA Translation at

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