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Transcreation

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Successfully delivering your message on a global scale …

Successfully delivering your message on a global scale
requires much more than mere translation. To ensure
your message resonates with your target audience -
while staying true to your brand - you need to look well
past changing the words of your campaign into different
languages. You need to re-create, or ‘transcreate,’ the
campaign’s creative content to reflect the nuances and
subtleties of the language and culture of your target
audience.


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  • 1. Solution Briefglobalmarketingops.comTranscreationMarketing AdaptationServices with Local Savvy andInternational ReachDrive global growth with customizedmessaging for culture and contextYou’ve put blood, sweat, and tears into differentiatingyour brand, creating copy that connects, and developingcampaigns that pack a punch. But when it’s time to goglobal, is your marketing missing the mark?SOLUTION HIGHLIGHTS⊲ Local market guidancewith global brand control⊲ Linguistic resourceswith creative experience in over 100 languages⊲ Collaborative partnershipwith your agencies and teams⊲ One global partnerto support all your marketsMESSAGING THATRESONATESSuccessfully delivering your message on a global scalerequires much more than mere translation. To ensureyour message resonates with your target audience -while staying true to your brand - you need to look wellpast changing the words of your campaign into differentlanguages. You need to re-create, or ‘transcreate,’ thecampaign’s creative content to reflect the nuances andsubtleties of the language and culture of your targetaudience.LOCAL IMPACT, GLOBAL CONTROLLionbridge transcreation services take the risk out ofmulticultural messaging. Delivered by experienced globalresources, operating out of 26 countries, our transcreationsupport combines local savvy with international reach.Our creative in-market specialists have expertise in morethan 100 languages. And because we manage theseresources from a single Marketing Center of Excellence, oursolution provides global control with local impact so yourtranscreated messaging is always culturally appropriate, andthe integrity of your brand is uncompromised.Our team consists of linguists with creativebackgrounds who understand conceptual language andare uniquely skilled at relaying concepts in a compellingway in their own language. These specialized resourceswork collaboratively with your creative agencies, in-country teams and brand stewards to ensure youradapted messaging is linguistically and culturally correct– and that it has the same impact as the original.© 2012 Lionbridge
  • 2. Solution Briefglobalmarketingops.comGET STARTEDMake sure your global marketing campaigns have their desired impact. To learnmore about our transcreation services contact us atglobalmarketingops.com/get-startedAaron S. HakensonGlobal Marketing ConsultantEmail: Aaron.Hakenson@lionbridge.comPhone: 978.964.1937FollowLionbridge“Our agency is developing somegreat concepts for us, but wedon’t have a process in place todevelop them for our internationalmarkets.”“It’s really important that our brandvocabulary remain consistent aroundthe world. Our in-country offices aredoing their best to convert our brandmaterials, but our brand looks differentin each locale.”“We have several copywriters re-creating messaging for us in ourtarget countries, but the intent ofour original messaging is gettinglost in the re-creation process.”“Our new slogan was a hit in ourhome market, but it failed miserablywhen we translated it for othermarkets.”© 2012 Lionbridge