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 Transcreation
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 [...]
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 [...]
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 [...]
Throughout history, many Mediterranean countries have gained a reputation for unnecessary and convoluted bureaucracy – much to the chagrin of the naive and vulnerable foreigner. However, if you thought that all the ‘locals’ are happy and willing to participate in the form filling, jobs-for-the-indolent game you would be wrong. Countries like Russia and China are [...]
Maybe this article is more transgender than transcreation, but then it is international women’s day today. At Wordbank we have been tweeting since yesterday on how to congratulate the ladies in your life in the relevant local language. As many readers will know, today in Russia is a day of flowers, presents and congratulations to [...]
I have noticed some rather strange localization offers on the web recently, various companies promoting ‘ instant global websites‘ , ‘windows on the world’ – all on the cheap, of course. Is this a new phenomenon or just something I had not spotted before? (I would welcome any sane input on this.) To quote one example from [...]
