RWS CEO Benjamin Faes on Why the Super Agency Is Rebranding for the AI Era
Introduction to RWS and Ben Fes
Key Observations from Ben Fes' First Months as CEO
- Ben Fes expresses his surprise at the significance of the translation industry, highlighting its role in enabling communication and understanding between machines and humans.
- He notes that the industry is often overlooked despite its critical importance, emphasizing the vast potential for growth and innovation within it.
Strategic Rebranding of RWS
- The new branding initiative aims to better reflect RWS's technological focus, moving beyond just translation services to encompass a broader range of content generation and idea protection.
- Fes mentions that many employees were unaware of the full scope of services offered by RWS, which contribute significantly to revenue; this rebranding seeks to address that gap.
Strengthening Product Development
- Christine Scott has been appointed as Chief Product and Technology Officer, indicating a strategic emphasis on enhancing product offerings within RWS.
- Her mission involves integrating various technologies within their portfolio while fostering a culture focused on solutions that combine technology with service seamlessly.
Future Outlook for RWS
- While acknowledging the challenges ahead due to ongoing changes in the industry, Fes remains optimistic about growth opportunities for RWS in 2025 and beyond.