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Guide to transcreation/marketing translation

December 7, 2015 at 4:22 pm

  Getting started Transcreation is the adaptation of brand content to fit another culture and thus produce the desired effect amongst consumers who speak a different language. It may also be called ‘creative translation’ or ‘marketing translation’. When it comes to transcreation, the best place to start is the beginning. When you first come to look at your business’ marketing strategy, this should be when you think about transcreation. Just as you will take into account the domestic consumer’s needs, desires and behaviours, so should you think about those of your international audience if you are planning to go global…. Continue reading →

Transcreation faux-pas

August 27, 2015 at 10:45 am

Whilst translation dates back to around the 1st century BC, with adaptations of ancient texts diffusing knowledge amongst the powers of the Roman and Greek empires, transcreation is a relatively new concept. Transcreation goes one step further than standard text translation in that it looks at the whole message that needs conveying in another culture, and considers everything that will impact the target audience’s understanding of it. This could mean that cultural references may need adjusting, e.g. a UK marketing text that describes something as being ‘bigger than Big Ben’ could be changed to refer to the Eiffel Tower when… Continue reading →

Transcreation is different

March 19, 2015 at 9:39 am

How transcreation differs from translation Anyone that works in the Transcreation industry, alongside translation, would know that it is not as simple as source, software and then output. A transcreator is a person that is, in a way a copywriter, that will not only translate the text but copy write the text into a new language giving it a whole new message of course with the same focus. This is where we base the new text on the original but give it a twist and make it focused on the current market in hand, remembering that all cultures and languages… Continue reading →

Glocalisation, the new globalisation

March 12, 2015 at 9:31 am

The more efficient approach to ‘going global’. Pronounced Gee-localization, is the new term that defines a new way for companies to ‘go global’ and is a replacement to the latter term ‘globalisation’. Glocalisation is a concept that in a global market, a company would make a product or service more appealing to the local market by customising the product to suit the needs of where it is being sold. The term is described as a ‘bottom-up’ approach and is defined as ‘the practice of conducting business according to both local and global considerations’. The idea is that by appealing to… Continue reading →

Going Beyond Words, the “Art” of Art Asset Localisation

March 3, 2015 at 10:02 am

The importance of good advertising is obvious, knowing your audience and what appeals to them should be paramount to your company. But when your intended audience consists of a huge customer base spread across many nationalities and ethnicities it becomes almost impossible to appeal to everyone, especially with a single unchanged campaign. And this is where the Transcreation Agency can help you. As you know, transcreation is an important part of a company’s marketing, as revenue grows so does the scale of your business. Because of this, who you offer your product or service to can become more diverse every day…. Continue reading →

Translating For a Country, Not Just a Language

February 27, 2015 at 4:54 pm

With success, comes growth and expansion, and with the goal of any growing company to be globalisation, it should come as no surprise that expanding your product or service to be available to the global market should be one of your strongest objectives. However, as you may already know, broadening the reaches of your company to be accessible in different regions can be a daunting and initially difficult task. We know you understand the difference between transcreation and translation for your business, but did you know that transcreation goes further than just an expertise of the language? That’s right, what… Continue reading →

Human translation vs machine translation

September 19, 2014 at 10:53 am

With more companies offering multi-channel content for worldwide audiences, the need for translation and localisation services is rising.   A lot of people believe that improvements to auto-translation software and services are the solutions to these problems, but we take a different view. From our experience in translation and localisation, it should always be left to the professionals.   Auto-translation works, to an extent. It works for tourists who need a basic grasp of words and phrases or for people who want the general gist of an article. However, when it comes to your products and services, translation and localisation… Continue reading →

3 Important Marketing Translation tips

May 20, 2013 at 10:23 am

With the global economy offering so much disparity and unpredictability these days, exports are becoming an increasingly important part of every businesses marketing strategy. Not only can exports help to plug the gap of declining domestic sales, but they can also be an important part of your growth strategy if you focus your efforts onto the most profitable emerging markets. Here are our top tips for getting the most out of your international expansion plans. 1 – Choose your new market carefully Choosing a new market to target is an exciting time for any business. But many people and business… Continue reading →

The benefits of transcreation over straight translation

May 10, 2013 at 9:00 am

So, as we all know, transcreation can offer a great deal of added value over straight up, normal translation. It can help you to truly drive home the focus of your brand in every single piece of marketing material and literature your company produce. But why specifically should you opt for transcreation over straight translation, and what quantifiable benefits could doing so bring to your business and your international expansion efforts? Well…we are very glad you have asked! You see, by translating the essence of what you are saying, rather than exactly translating the message word for word, the translator… Continue reading →

Why translation software just doesn’t cut it…

May 7, 2013 at 7:44 am

If you dream of taking your company international and establishing yourself as a global player in your niche, then translation, transcreation & localisation are one of the most mission critical lessons you will learn along your journey. I’m guessing since you have found your way to this bog, that you have already realised one of the key obstacles to any international marketing effort – language. The language barrier can often be a difficult one to overcome, especially for those companies who don’t have the time or the resources to take on native speaking translators in-house. In a bid to launch… Continue reading →