Today’s fast-paced and ever-changing global businesses require agile translation workflows that support the demand for speedy delivery and effective transcreation that resonates effectively with local markets. Localization workflows that are heavily dependent on human effort, and that experience recurring and substantial content “drops,” often delay and negatively impact an organization’s product roadmap and development. Global organizations are faced with the dilemma on whether the localization/transcreation quality assessment should, as a result, be outsourced to external vendors or retained within the organization. In this presentation we will examine how the InterContinental Hotels Group (IHG) addressed this challenge and its work in progress in creating a localization center of excellence, which is becoming IHG’s global linguistic brand ambassador. IHG practices in the areas of validation models, the utilization of localization tools, the management of localization assets, and the tiered approach to localization vendors will be examined against IHG’s discovery journey that abounds in complexity.