What is transcreation?
It’s the art (and science) of taking your creatively conceived and written content and creating local-language versions that convey your original concepts and supports your marketing strategy.
It's about more than just making sure the meaning of your message translates; transcreation plays an essential role in maintaining tone of voice and core brand values, globally.
How do we do it?
The starting point is to understand your goals – what is the reaction you need to get from your audience?
Then we consider if your creative strategy will work in other cultures, in other languages? What are the challenges and how do we resolve these, so as to ensure the local versions create the right reactions?
We also need to consider the delivery method; web site, voice-over for corporate video or TV advertising campaign, digital campaign or in print, editorial or advertorial
Only then do we start the process of creating local-language versions that meet your criteria.
Speak like a local
How do we know if what’s been created for one market will work in another?
We check it out using our global network of experts. Their local market insight ensures every aspect of your local-language version resonates positively with your target audience.
We’ll also provide you with the results of our research.
Do we say it this way, or that?
Invariably your copywriter will have created alternatives for you to consider as part of the creative development process.
The same will apply to your local-language versions. It’s normal to present several options.
How will you know what’s being said?
We will work with your local-market teams, keeping you in the loop so that you can make informed decisions.
Or back-translate into English, ensuring that you can choose the best options with confidence.