From a teenage dream to shaping global brands, Valentin Maniez has always been fascinated by words. What began with a novel he read as a teen, sparking his copywriting dream, has grown into a career helping international brands find their voice in France and beyond. Valentin’s journey blends creativity, strategy, and cultural insight.
In this MG Meets interview, he shares his experiences, his approach to crafting content that resonates globally, and the lessons that have shaped him as a copywriter, brand manager, and translator.
What drew you specifically to copywriting and content translation? Was there a moment that made you realise this was your passion?
I thought about being a copywriter when I was 14. I read a novel in which the main character was a copywriter in an agency in Paris. He described what his work was like, and finding ideas for campaigns, writing everything from radio ads to TV commercials. That’s what made me want to do this.
Translation came a bit later, when I realised that English felt almost natural to me, even though I have always lived in France. Traveling across the US and the UK and working for international agencies and brands helped me improve, and I started to take on localisation and translation work.
Can you describe your experience with the recruitment process at Manning Global?
A really smooth interviewing and selection process! It was straightforward and respectful. A great opportunity!
What’s the most enjoyable part of your job?
Working for an influential and interesting company and product, TikTok, and helping them to land in the French market. It’s both challenging and rewarding because I get to do copywriting on diverse tasks: social media content, executive speeches, CRM, push notifications, educational content, naming… I do it all, and that’s what I love and why I am a copywriter.
How do you approach writing content that resonates with audiences while keeping it globally appealing?
I think it is about writing content that people relate to or need. Knowing the French market like the back of my hand, I try to write stimulating content for this target audience while respecting TikTok’s tone of voice, branding, and positioning. It’s translated, but it’s faithful to an international strategy, that’s the strength of localisation for global companies.
In your experience, what’s the secret to crafting copy that truly converts, whether in email campaigns, SEO articles, or social media?
I think you want to be direct and try to catch people’s attention, as we are all blasted with advertising messages all the time. You want to be clear but creative, original in your approach. Being efficient doesn’t mean leaving creativity or good writing behind, in my opinion. Many surveys have shown that in the current media landscape, you need something unique to stand out. This applies to all media. Unless you truly have no space, then you have to keep it simple.
Can you share a time when cultural nuance made a big difference in your translation work?
I see it every day, especially now that so much content is AI-translated to save time. Gemini or ChatGPT do not yet know all the linguistic nuances of every language (thank God!), so we copywriters and translators need to be here to make it sound natural.
Also, I think it helps to have someone local to point out that a country is not homogeneous. You don’t write the same thing for people in Paris as for people in the countryside; these are completely different worlds, with their own social phenomena and languages.
What are the biggest mistakes brands make in copywriting, and how do you help them fix it?
Two mistakes: wrong translations and wrong messages. France is very different from the US, for example, so to communicate and write about your product, you need to adapt. The translation needs to be natural and well-crafted, and then the message and strategy need to work for the target audience in this country. You want to find a cultural fit, because even if the translation is well made, if your message is wrong, it won’t be useful.
This is why I offer a blend of copywriting, localisation, and creative strategy, thanks to my experience in major international companies in France such as TikTok, Warner Bros, Ford, and BlaBlaCar.
How do you stay updated with trends in digital marketing, copywriting, and content translation?
I follow lots of accounts on LinkedIn and Instagram, of course, as well as many specialised trade publications and professionals I’ve met through my years in advertising agencies, companies, and as a freelancer.
For aspiring copywriters, what skills or habits do you think are essential to succeed in a global, multi-language environment?
Like many writers would say, I think reading in many languages is the best way to write well. Writing too, of course, but reading really shapes the way your brain operates. I am a big fan of classical literature such as Bukowski, Virginia Woolf, F. Scott Fitzgerald, Annie Ernaux, and many others.
I also read lots of newspapers; it’s a specific kind of writing that can be handy in copywriting. I watch lots of TV shows to stay on top of trends, and I follow many X and Instagram meme accounts to keep up with current trends and viral words. All these sources allow me to keep my writing and ideas relevant and effective.
Where do you see the future of copywriting heading in the next five years?
At this crossroads, with AI, one of two things is going to happen:
We will all be plumbers, as most companies will default to AI-powered translations to cut costs!
Or – and I believe we are seeing it, as explained recently by Business Insider and the Harvard Business Review – good writing and localisation will matter more as AI writing becomes the norm. If everyone is using AI, and all writing is the same, companies will need communications experts to craft messages that stand out.
Has knowing multiple languages ever led to a funny or unexpected translation challenge?
Yes, literal translations often create funny situations and really highlight why translators are needed. Many expressions in French are confusing if you translate them word for word.
Outside of writing, what inspires your creativity and keeps your words flowing?
Writing my diary, traveling, art exhibitions, taking time to walk in parks, lounging in the sun, or enjoying a good cup of coffee with a croissant… I think the best way to write is to let your mind wander!
Let’s explore your creative side. Do you have any hidden talents or artistic pursuits that you enjoy?
I’m a bartending enthusiast. I can make lots of cocktails from memory!
If you were to write a personal letter to your younger self, what advice or words of wisdom would you offer?
I would either say, “Be more serious,” and “The person you work with is more important than the company you work at”, two great lessons you learn as you work.
Outside of the creative realm, what are your other interests or passions that bring balance to your life?
Surfing, skiing, skateboarding, lifting weights, traveling, clubbing.
What was your dream job as a child?
Train driver – because I wanted to travel! Then I discovered it was better to travel during your holidays…
What was the best piece of advice you were ever given?
“Work as a freelancer,” because it changed my life financially and set me free.
How do you manage work-life balance, especially when working on multiple design disciplines and being involved in various creative endeavours?
Communication is key. Talking to my client(s) to assess what’s most urgent and then completing tasks in logical order allows me to stay on top of things.
What’s one travel destination on your bucket list that’s not typically found in travel guides, and what intrigues you about it?
I love the South West of France for the surfing and the calm it offers. I encourage people to check it out! I love Scotland too.
Finally, looking ahead to Q2 2026, what are some personal or professional goals you have set for yourself, and how do you plan to achieve them?
I want to evolve toward more strategy roles in content and communications, and find more work as a copywriter and localisation specialist.
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