Introduction
In Episode 105 of the Localization Fireside Chat, host Robin Ayoub sat down with Charles Campbell, CEO of TBO and co-founder of Juntos, for an eye-opening conversation about Vamos Juntos 2025—a landmark summit held in Mexico City that brought together 140 localization leaders from over 25 countries.
The discussion unpacked why this event was a turning point for Latin America’s role in the global language services industry, the fiery debates that erupted (including whether “standards are dead”), and the growing influence of regions outside traditional localization hubs.
As the industry faces new challenges and exciting changes, this conversation highlights why the future might just be shaped from the Global South. Watch the full interview here.
Main Insights and Highlights
Breaking Traditions: Why Mexico City Mattered
Charles emphasized the bold decision to host the event in Mexico City, an unconventional destination compared to the typical Barcelona, Dublin, or Silicon Valley locales.
“We had 140 people in Mexico City, which is an unusual location for our industry. It really put Mexico on the map,” Charles shared. Watch his full breakdown here.
He noted that the turnout matched prior events in Lima and nearly tripled their inaugural summit in Rio de Janeiro.
A Summit Marked by Passion—and Debate
One of the most talked-about moments? The provocative keynote by Renato Beninato declaring that “standards are dead” — a statement that sparked heated exchanges both at the event and later in places like Montreal.
Charles reflected: “No one wants to speak to a quiet room. Sometimes, speakers push the envelope to generate a reaction, and that’s healthy. It shows life in the industry.”
Despite the controversy, Charles firmly stated that he does not agree with the idea that standards are obsolete. Hear the full debate discussed here.
A Growing Global Voice for Latin America
The conference showcased how Latin America is increasingly taking its place at the global table, not just as a provider of services but as a shaper of ideas.
Speakers from Meta, Uber, Salesforce, Rotary International, and leading localization firms shared the stage, proving the summit’s rising international relevance.
Catch the full conversation about global speakers here.
Notable workshops included Renato Beninato’s sold-out session on “Growing Against All Odds,” and Anne-Marie Colliander Lind’s practical LinkedIn strategies, described by Charles as “an A+ session that made even experienced users rethink their approach.”
The Bigger Picture: A Changing Industry
Beyond the conference itself, Robin and Charles touched on broader industry challenges: talent shortages, market turbulence, and shifting technology landscapes.
Despite fears of a slowdown, Charles remained optimistic: “Choppy waters make for good fishing. We’re not in doomsday territory—we’re evolving.” Listen to Charles explain this here.
He also noted that unlike industries like fax machines, localization remains indispensable: “Until they figure out how to decompose and reassemble molecules, there will always be a need to move meaning between languages.”
The Road Ahead: Buenos Aires 2026
Closing the conversation, Charles teased the next chapter: Vamos Juntos Buenos Aires, scheduled for March 13–14, 2026.
Expectations are high to expand participation beyond 200 attendees and further elevate Latin America’s influence in shaping localization’s next era.
Find out what’s next for Vamos Juntos here.
“If Mexico City proved anything, it’s that Latin America is not just participating — it’s leading the conversation.” — Charles Campbell Hear this and more from Charles here.
Conclusion
The localization industry stands at a crossroads: faced with market changes, technological evolution, and heated debates about its own standards.
Through the lens of Vamos Juntos 2025, Charles Campbell and Robin Ayoub offer a hopeful message — that growth comes through dialogue, adaptation, and embracing new regions and voices.
As the world continues to globalize, events like Vamos Juntos will only become more critical in shaping how we connect across languages and cultures.
Watch the full interview and dive deeper into the discussion here.
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Robin Ayoub 
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