Transcreation & Cultural Consulting
Translation for marketing and advertising
You’ve sharpened your copy, edited and proofread it and carefully chosen the words to get it exactly the way you want it. All of the graphics, fonts and even the color palette were carefully selected to maximize your message. Now you want to present this campaign in a new country or to a new culture. Time to bring in Marketing Consultants specializing in transcreation, or translation specifically designed for marketing and advertising across cultures.
All of your clever wording can be easily reduced to nonsensical mush in the hands of a person who speaks the target language but knows nothing about marketing. One word, one idiom or one phrase translated verbatim can cause unintended fits of giggles. Don’t let your hard work become a victim of a direct translation.
Using a process called transcreation, we analyze your message, tone, style and consider the impact of each phrase, then adapt your words to the chosen language or culture. Transcreation is more than translation; it gets to the heart of what you really mean and how you hope to have your message received by your audience.
It starts with us getting to know you, the brand and the message. We ask a series of questions that give us a deeper understanding of the ideas behind the text. Armed with this insight, we analyze your copy and provide you with a version that maintains your message but is culturally and linguistically tailored to your target markets. We also consider your images, fonts and color palette for cultural impact. We even go a step further and break down the transcreated message and even provide you with some alternatives which have subtly different meanings. The result empowers you to take your branding and message directly to the cultures and into the languages of your audience, without losing anything to the translation process.
Read more about how transcreation goes beyond translation: “Reaching New Markets Through Transcreation” (Common Sense Advisory, Dec. 2011).