transcreation
DESCRIPTION
Successfully delivering your message on a global scale requires much more than mere translation. To ensure your message resonates with your target audience - while staying true to your brand - you need to look well past changing the words of your campaign into different languages. You need to re-create, or ‘transcreate,’ the campaign’s creative content to reflect the nuances and subtleties of the language and culture of your target audience.TRANSCRIPT
Solution Brief
globalmarketingops.com
TranscreationMarketing Adaptation Services with Local Savvy and International Reach
Drive global growth with customized messaging for culture and context
You’ve put blood, sweat, and tears into differentiating your brand, creating copy that connects, and developing campaigns that pack a punch. But when it’s time to go global, is your marketing missing the mark?
SOLUTION HIGHLIGHTS
⊲ Local market guidance with global brand control
⊲ Linguistic resources with creative experience in over 100 languages
⊲ Collaborative partnership with your agencies and teams
⊲ One global partner to support all your markets
MESSAGING THAT RESONATES
Successfully delivering your message on a global scale requires much more than mere translation. To ensure your message resonates with your target audience - while staying true to your brand - you need to look well past changing the words of your campaign into different languages. You need to re-create, or ‘transcreate,’ the campaign’s creative content to reflect the nuances and subtleties of the language and culture of your target audience.
LOCAL IMPACT, GLOBAL CONTROL
Lionbridge transcreation services take the risk out of multicultural messaging. Delivered by experienced global resources, operating out of 26 countries, our transcreation support combines local savvy with international reach. Our creative in-market specialists have expertise in more than 100 languages. And because we manage these resources from a single Marketing Center of Excellence, our solution provides global control with local impact so your transcreated messaging is always culturally appropriate, and
the integrity of your brand is uncompromised.
Our team consists of linguists with creative backgrounds who understand conceptual language and are uniquely skilled at relaying concepts in a compelling way in their own language. These specialized resources work collaboratively with your creative agencies, in-country teams and brand stewards to ensure your adapted messaging is linguistically and culturally correct – and that it has the same impact as the original.
© 2012 Lionbridge
Solution Brief
globalmarketingops.com
GET STARTEDMake sure your global marketing campaigns have their desired impact. To learn more about our transcreation services contact us atglobalmarketingops.com/get-started
Aaron S. Hakenson Global Marketing Consultant
Email: [email protected]
Phone: 978.964.1937
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“Our agency is developing some great concepts for us, but we don’t have a process in place to develop them for our international markets.”
“It’s really important that our brand vocabulary remain consistent around the world. Our in-country offices are doing their best to convert our brand materials, but our brand looks different in each locale.”
“We have several copywriters re-creating messaging for us in our target countries, but the intent of our original messaging is getting lost in the re-creation process.”
“Our new slogan was a hit in our home market, but it failed miserably when we translated it for other markets.”
© 2012 Lionbridge