The Art and Science of Transcreation in Global Marketing - LinkedIn

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The Art and Science of

Transcreation in Global
Marketing
Transatlantic Translations Group Follow
8,643 followers
April 12, 2024
Open Immersive Reader
Marketing is the art of communicating a product or

service’s value proposition. When we factor in the
globalized nature of modern business, the canvas on
which we paint our marketing masterpieces expands
dramatically. National borders do not bind this canvas; it’s
a complex tapestry of cultures, languages, and traditions.
One of the most critical ingredients in the global marketing
mix is transcreation, a strategic approach to translation.
Transcreation is an art and a science that ensures
marketing messages retain their emotional ‘hit’ across
languages and cultures.
https://www.linkedin.com/pulse/art-science-transcreation-global-marketing-2117f/ 1/10
The Science of Transcreation: More Than

Words
At its core, transcreation is about maintaining the DNA of
your marketing message as you migrate to new linguistic
environments. When a company’s branding and
messaging are consistent across multiple markets, it builds
a unified, powerful brand identity that resonates globally.
However, achieving this is more complex than running your
original marketing copy through a translation program.
Understanding Intent and Context

The transcreation process involves understanding the
literal meaning of the words and the intent behind them.
Companies must ask, “What do we want to achieve with
this campaign?” and “How will our message be
perceived?” The nuances of each market — from cultural
mores to consumer behaviors — must accounted for.
This intent-driven approach helps preserve the spirit of the
message rather than its direct translation, which might not
encapsulate the original ‘vibe.’ It’s an approach often
critical in global advertising campaigns, where slogans or
catchphrases that resonate in one language can lose all
power in translation.
Market Nuances and Sensibilities

Markets differ significantly, and what works in one country
can fall flat (or worse, offend) in another. Even the slightest
change in wording can dramatically alter a message’s
impact. A successful transcreation will integrate local
idioms, cultural references, colors, and imagery with
specific connotations in the target market.
To succeed, companies need partners who are not only
adept at translating language but are also deeply familiar
with the cultural undercurrents of the market. Without this
expertise, marketing messages can miss the mark,
undermining the whole campaign and potentially
damaging the brand’s global reputation.
Content Adaptation
Content adaptation in transcreation goes beyond mere
translation to ensure that marketing and communication
materials resonate deeply with the target audience. This
process may involve a comprehensive overhaul of the
original message to better suit the local market’s tastes,
sensitivities, and consumption habits. For instance, humor,
idioms, and cultural references that work well in one region
might fall flat or offend in another, necessitating creative
reimagining to maintain the campaign’s effectiveness.
Similarly, visual elements such as colors, imagery, and

design may require adjustments to align with cultural
symbols and preferences, ensuring the new audience
understands, appreciates, and embraces the content.
Furthermore, legal and regulatory considerations play a
crucial role in content adaptation. Countries have varying
laws regarding advertising, privacy, and consumer
protection, which can significantly impact how a product is
presented or promoted. For example, a health-related
product advertised freely in one country may face strict
regulations in another, requiring changes to the messaging
and the advertising medium.
This meticulous attention to detail in adapting content not
only safeguards against potential legal issues but also
demonstrates respect for the local culture and regulatory
environment, ultimately contributing to the success of the
transcreated campaign in achieving its marketing
objectives.
The Art of Transcreation: Eliciting Emotional

Response
The art of transcreation lies in eliciting the same emotional
response in the new audience as the original message.
This emotional imprint is often a significant factor in
successful branding and marketing campaigns.
This process is crucial for branding and marketing because
emotions drive consumer behavior. A successful
transcreation captures the essence of the brand’s
message, humor, warmth, excitement, or trustworthiness.
It replicates these sentiments in a way that feels authentic
and resonant with the target market. Doing so ensures
comprehension and fosters a strong emotional connection

between the brand and its new audience, laying the
foundation for loyalty and engagement. This skillful
manipulation of language and cultural nuance to maintain
the emotional impact across borders makes transcreation
an indispensable tool in global marketing strategies.
Emotional Common Ground
The transcreation process identifies the emotional core of
the original message and then seeks to recreate that in the
target language. This may involve different storytelling
techniques, reordering the emphasis within the message,
or adjusting the use of humor or pathos to align with
audience expectations.
Brand Voice and Identity
Branding is not just about recognition; it’s about creating a
consistent voice and identity that consumers trust and
relate to. In transcreation, maintaining the brand’s unique
identity is paramount. That means ensuring the language,
imagery, and overall campaign ‘feel’ align with the brand’s
established identity.
Creative Freedom within Boundaries
Transcreation professionals must possess unique skills to
be creative within strict boundaries. They must respect the
original content while being flexible enough to adapt it to a
different linguistic and cultural context.
The Integration of Transcreation into Global
Marketing Strategy
Transcreation is more than just an add-on to a global
marketing campaign; it’s a strategic imperative for brands
aiming for international success.
Early Planning and Collaboration

Transcreation should be integrated into the marketing
campaign planning from the beginning. Doing so allows
the transcreation team to work with the creators of the
original content, ensuring that the underlying message is
understood and that any necessary adjustments are made
with the cooperation of both sides.
Testing and Iteration

Even the most skilled transcreation may need fine-tuning.
Testing with small focus groups or local experts can
provide valuable feedback that can guide the transcreation
team toward a more effective adaptation.
Ongoing Support and Reflection

Global campaigns are not static; they evolve. Transcreation
must reflect these changes, offering ongoing support and
re-evaluation as a campaign progresses. That could be as
simple as reacting to unexpected market trends or as
complex as managing a crisis that originates or resonates
in one market but has global implications.
Case Studies and Success Stories

To truly appreciate the power and potential of
transcreation, it’s helpful to examine some case studies
and success stories. Brands that have ‘got it right’ have
seen their message translate seamlessly into new markets,
driving their global growth and enhancing their brand
value.
Coca-Cola: A Global Message with a Local

Heart
Coca-Cola is a shining example of a brand that has
mastered the art and science of transcreation. Its global
campaigns often have a core message that resonates
universally—happiness, togetherness, refreshment—but

they have been adapted to fit over 200 markets, each with
unique traditions and idioms. The result is a brand
recognized and loved globally, adapted where necessary
but unmistakable.
Nike: The Slogan that Just Did It

“Just do it” is a phrase that’s synonymous with Nike,
inspiring athletes around the world. However, a
straightforward translation was insufficient when
translating this simple yet powerful message into Chinese.
The transcreation needed to tap into the aspirations and
social pressures facing Chinese consumers to “act now,”
resulting in a slogan widely regarded as one of Nike’s most
successful adaptations.
McDonald’s: A Taste of Local Flavor

The McDonald’s menu varies dramatically globally, with
local tastes dictating what’s on offer. But the transcreation
doesn’t stop at the menu; it extends to the very core of
McDonald’s marketing strategies. For example, in India,
where the cow is sacred, advertising a hamburger is wildly
inappropriate. Instead, the menu revolves around chicken
and local tastes, with messages that reflect family values
and joy in sharing a meal.
The Future of Transcreation in Marketing

The importance of transcreation in global marketing is
undeniable. With clients becoming increasingly discerning
and markets more diverse and complex, the need for

effective transcreation services is higher than ever.
Technological Advances
The future of marketing transcreation lies in the
intersection of language expertise and technology.
Machine learning and AI will continue to play a significant
role, though they remain assistants to human creativity
and understanding. Advances in these areas will likely
make the process more efficient but will maintain the
human skill and touch required to transcreate a message
truly.
Adapting to New Norms and Expectations

The global landscape constantly shifts, and transcreation
services must adapt to new cultural norms, linguistic
trends, and expectations. That
requires a proactive and dynamic approach, with a team of
professionals always staying attuned to the world around
them.
Sustainable and Ethical Transcreation

With global brands navigating an increasingly complex
ethical and environmental landscape, transcreation must
reflect these concerns. Ethical considerations must be
woven into transcreated messages, ensuring the brand’s
ethics and values are globally respected.
In conclusion, transcreation becomes increasingly vital as
businesses expand globally and marketing becomes more
intrinsically linked with brand identity. By understanding
and harnessing the power of transcreation, brands can
connect with their audience on a deeper, more meaningful
level, ensuring that their message reverberates across
borders, languages, and cultures, solidifying their place in
the global marketplace.
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Transatlantic Translations Group
8,643 followers Follow
Published • 1mo
Transcreation becomes increasingly vital as businesses expand globally and
marketing becomes intrinsically linked with brand identity.
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5/25/24, 12:21 PM (20) The Art and Science of Transcreation in Global Marketing | LinkedIn

The Art and Science of

Open Immersive Reader

Marketing is the art of communicating a product or

The Science of Transcreation: More Than

Understanding Intent and Context

Market Nuances and Sensibilities

Similarly, visual elements such as colors, imagery, and

The Art of Transcreation: Eliciting Emotional

comprehension and fosters a strong emotional connection

Early Planning and Collaboration

Testing and Iteration

Ongoing Support and Reflection

Case Studies and Success Stories

Coca-Cola: A Global Message with a Local

universally—happiness, togetherness, refreshment—but

Nike: The Slogan that Just Did It

McDonald’s: A Taste of Local Flavor

The Future of Transcreation in Marketing

and markets more diverse and complex, the need for

Adapting to New Norms and Expectations

Sustainable and Ethical Transcreation

Like Comment Share 8

You might also like