In a market where the conversation seems to be monopolized by AI and automation, Scott McCarthy, VP of Global Brand Protection at DreamWorks Animation, reminded attendees at ATF 2025 that the real risk for brands is not technological, but narrative: the loss of consistency.
With more than two decades of experience protecting iconic characters in over 40 markets, McCarthy showed how seemingly minor details (a translation, a casting choice, an intonation) can cause profound breaks in a franchise’s identity. The case of Jurassic Park was his clearest example: erratic changes between Parque Jurásico and Jurassic Park throughout books and films created unnecessary noise in a globally recognized property. ‘When you take it to campaigns, toys, or music, that inconsistency becomes huge’, he warned.
The executive also reviewed dubbing mishaps, such as in Madagascar Little Wild, where an adult voice test almost replaced the original child character, or how Gabby’s Dollhouse requires every voice, every song, and every translation to remain intact throughout the entire ecosystem: toys, Spotify, YouTube, marketing, and more.
His message was clear: consistency is not a minor creative issue; it is a monetization strategy. A small mistake is amplified; a consistent line multiplies value. As a guide, McCarthy left four basic questions for any localization: is there a glossary? Is there an established cast? Did the same team work on it? Can I talk to the creators?
‘Building trust depends not only on quality, but on consistency’, he concluded. In an industry that aims to scale stories globally, that may be the most decisive factor.
