If you think a greater degree of freedom is needed in order to obtain fully localized marketing content, “transcreation” provides the liberty for adaptation that standard translation services proscribe.

For some communication materials, a simple rendering of the source text in the target language isn’t nearly enough. To really resonate with the target audience, the message needs to be adapted, all while keeping the overarching meaning and tone found in the source.

For example:

• It may be necessary to completely overhaul an advertisement in English referencing a popular TV show in the United Kingdom to make sure it strikes a chord with people in Spain or another country where the target audience may not be familiar with the show in question.
• Product data sheets may also need to adapted to accommodate regional specificities.
• It’s also important to take into consideration any legal or regulatory restrictions that determine the claims you can or cannot make about products and services in different countries.
• Some images or other graphic design elements may also need changing to make a greater impact in different cultures.