Is it possible to combine transcreation with a Christmas theme and create an entertaining pastime? Well I hope so, because that is exactly what we have tried to do this year. I am a great believer in using real transcreation examples when discussing the finer points of international marketing communications and culture. So that is why we have incorporated some [...]
Global Transcreation Blog
The ins and outs of global marketing communications – in a digital age
Global SEM Blog
- 2012 Online Markets to Watch: QatarQatar has taken the reins from areas such as UAE (particularly Dubai) and continued the Arabic world’s rapid development online. Although Qatar has a relatively small population of only 1.8 million, they are fast shaping the online world with internet penetration rates increasing by 500% over the past ten years. With natural resources, an educated […]
Browsing Posts in International marcoms
Can the perception of global brands vary dramatically across different cultures? You betcha! Once again, China proves that it is not a homogeneous part of the global marketplace. Which car brand has the most cachet in China? Well, according to a recent article in the New York Times, unless you are a retired pensioner, it [...]
In my company – Wordbank – and many other places, real transcreation is quietly going on every day, often unheralded. However, it is not a mass-market offering that should be applied to every marketing or advertising campaign element every time. Certainly it should not be confused with or applied interchangeably with what tends to be [...]
Not really a fitting epitaph for Steve Jobs, but a search for “Siri buttocks” on Twitter will quickly reveal a missed opportunity for transcreation. Clearly someone, somewhere did not do any copy/concept testing in key markets before going ahead with the launch creative etc. Given the less than enthusiastic response to the iPhone 4s, there is a touch of irony in [...]
Gone tweeting… Browsing Twitter feeds to see if transcreation was a subject that was generating any interesting debate or insight, I was quickly disappointed. Was I expecting too much of the micro-blogosphere? Yes, there is a #transcreation tag and a #copywriter, but it didn’t take much effort to find out how boring and repetitive said [...]
Well, actually, no they don’t! The world is dominated by local search engines and from an international online marketing point of view, this is important to understand. Google does cover a large portion of the world, but markets such as Asia are dominated by various local search engines rather than the “global” players. Want to find out who these [...]
Over recent months there has been a rush by translation companies to jump on to the ‘Transcreation bandwagon’ and even a few blog posts calling it a new service or just dubious sales-speak. But surely the question of when to transcreate versus translate is really more about what level of customer service do we want to deliver in which country or target audience?
I am fortunate to have spent the past week or so on holiday near Syracuse, on the eastern coast of Sicily. The weather has been very changeable, but far from chilly. What is staggering is that along with the sun, sea, sand and tourists, you are surrounded, everywhere you turn, by ancient history. The evidence [...]
I don’t know whether to laugh or cry. Just how cheesy is this? I received an email on Tuesday 5 May from a British company called Corpdata aiming to sell me B2B marketing lists with the headline: “Accurate data killed Osama bin Laden (helped by US Special Forces)”. A tenuous link at best and definitely [...]
