This high-trending viral ad for the Fiat 500 Abarth needs absolutely no translation, even though the monologue is in Italian. The target demographic is very clearly boys. Entitled “You’ll never forget the first time you see one “, the ad plays on every heterosexual young man’s fantasy, and probably the nostalgic older man’s as well. The buzz [...]
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 tagged international advertising
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 [...]
I recently participated in an extensive Transcreation survey being run by Common Sense Advisory of Lowell, Mass. in the US and I am reliably informed that their report is due out end of this month (March). While I am honoured to have been included that’s not the news. What is interesting is that Transcreation is [...]
Famous last words, on my last post: “Oh yes and just to complete matters the year of Tiger also began on February 14, 2010!” I knew it was such a strong coincidence that someone, somewhere would seize the day. In this instance it was BBDO, Shanghai that came up with up an immaculate synthesis of [...]
Advertising breaks during the US annual Superbowl – American Football – continue to generate huge attention and publicity – often for the wrong reasons. Witness the infamous and shocking (was it really?) Janet Jackson exposed nipple incident at Super Bowl XXXVIII with Justin Timberlake in 2004! Accident or deliberate? This year’s commercial break has again [...]
Transcreation – what is it? Well it will neither offer salvation to the planet nor the sinner. If you are an international marketer, working on global advertising or brand development or in the localization business you may have come across the term before. Here are a few random definitions from around the ‘net: “…a packet [...]
