We take a specific concept in one language and transform it into something new in another language to help you adapt your advertising campaign or introduce a concept in a new market, respecting the cultural identity of that market and the target audience.
Transcreation combines translation and creation and is increasingly used for global marketing initiatives and advertising campaigns. It involves taking an existing concept in one language and recreating it in another language taking several aspects into account, such as culture, local customs, idioms, humour and context.
In this process, the texts and images must respect the local traditions, values and beliefs of each market to avoid catastrophic results.
Using linguists and copywriters who are native speakers of the target language is key to covering all areas encompassed by the process, which requires in-depth knowledge of the particular market, product or service, skill in creating content and a firm grasp of the language spoken in the target market.
The marketing firm or agency must share the idea and approach behind the campaign or initiative by providing a brief identifying all elements used to design the original campaign, indicating, for example, the goal, target audience, age group, and the advertising medium.
Because this is a creative process, it usually requires a longer delivery deadline than that set for translation, making it difficult to pinpoint a precise date.
Ultimately, the goal is to communicate with consumers in their native language and cause the same emotional reactions and outcomes in different markets, something that translation alone cannot achieve.
Customers - Transcreation
