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 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 [...]
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 [...]
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 [...]
Oy Iceland, we said we wanted our CASH back! We have had the global meltdown, a plague of free-loading politicians and now the subtle wrath of a Nordic god spraying a fine aerosol of pumice dust and glass fragments at the perfect altitude to inhibit the modern jetliner while remaining invisible to the naked eye. [...]
Email marketing plays a huge role in both CRM and business development strategies. It is a marketing tool that is being used across geographic boundaries to increasing effect. The really cool thing is that not only does it work for the big brands but thanks to the nature of the Internet it can also be [...]
The much anticipated Common Sense Advisory survey ‘Reaching New Markets through Transcreation’ finally hit the digital streets yesterday. I have seen the use of the ‘transcreation’ word both lauded and trashed to equal measure. But what nobody can deny is – especially once you have read the report – that there is a huge amount [...]
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 [...]
Is transcreation just a Trojan horse used by Global VPs of Marketing to wrest global campaign production responsibility away from the countries where they will be executed? I guess the answer depends on how paranoid you are or how dictatorial your VP of Marketing is. My own view is that in the present competitive, budget [...]
