Transcreation! NYCT at NYU

@gablemoine #HLAtranscreation
TRANSCREATION
and translation for marketing
March 14, 2016
NYU SPS Building
7 East 12th Street
NewYork, NY

Global campaign goal:
retaining customers &
deﬁning brand
positioning globally

C’est tout ce que j’aime
Ich liebe es
Ninaipenda
вот что я люблю
işte bunu seviyorum
Me encanta
我就喜欢
我就喜歡
love ko to
‫أحبـ`ـه‬ ‫أنا‬
Amo muito tudo isso
I'm lovin' it
http://www.lexiophiles.com/english/im-lovin-it-slogans-around-the-world

Search “I’m lovin it 2003” onYoutube
In different countries,
the music changed, the
scenes, length, lyrics,
and so on…

WHAT ISTRANSCREATION?

http://comicsalliance.com/indian-spider-man-political-candidate-video/
http://comicsalliance.com/indian-spider-man-political-candidate-video/
Transcreators need:
1.Deep knowledge of
the target culture
2.Copywriting skills
3.Marketing knowledge

Atlanta Business Chronicle http://www.bizjournals.com/atlanta/news/2014/06/10/coca-cola-boosting-share-a-coke-campaign-in-u-s.html
Call to action =>
expected reaction
Emotions are engaged

Rodriguez, Silmaris (2015) http://yellow-ad.blogspot.com.ar/2015/03/piensas-que-la-compania-de-coca-cola.html
Great example of
amazing reactions

Example of
unsuccessful campaign
= wrong reaction

https://www.youtube.com/watch?v=EI9AY9uS59I
The name was changed
in some markets
because it was an insult

Marketing is the art of
creating and satisfying
customers at a proﬁt

McCarthy, Jerome E. (1960). Basic Marketing.A Managerial Approach. Homewood, IL: Richard D. Irwin
Target
Market
PRODUCT PLACE
PRICE PROMOTION
THE MARKETING MIX

Booms, B. & Bitner, M. J. (1981). Marketing Strategies and Organizational Structures for Service Firms
Target
Market
PRODUCT PLACE
PRICE PROMOTION
PEOPLE
PHYSICAL
EVIDENCE
PROCESSES
THE MARKETING MIX
SERVICES
If the target market
changes, everything else
changes, not just
promotion
(communication)

Hanlon,Annmarie (20014) http://www.smartinsights.com/marketing-planning/marketing-models/how-to-use-the-7ps-marketing-mix/
Example of the
Marketing Mix applied
to services

Transcreation =>
To trigger the same
expected reaction

• Same text, different images
• Back-translation clariﬁes the
translation meaning for ﬁnal
language approval

Mooney, Phil (2008) http://www.coca-colacompany.com/history/2008/03/bite-the-wax-ta.html
Transcreation =>
Translation before
CAT tools

http://www.coca-colacompany.com/stories/share-a-coke-20-the-hit-campaign-is-back-and-its-bigger-and-better-than-ever
• Companies translate
because they want to
sell their products
• Emotional engagement
needs cultural
adaptation

Robertson, Graham (2012) http://beloved-brands.com/2012/05/28/creative-brief/
A copywriter’s
creative brief

Background / Overview:
America received her wings in 1996, when “bulls balls” were
introduced to the beverage industry. Red Bull focuses on bringing
dynamic energy to all realms of life, let it be Nascar, extreme sports,
study habits, etc. In that, Red Bull created a niche market based
around “energy enhancing beverages.” With its “wing enabling
powers,” Red Bull is considered a “youthful drink” that speaks solely
to the youth...until now.
What is the objective, the purpose of the ad?
To expand Red Bull into the older adult market as a beverage that
can give them the focus needed to tackle their deepest desires.
Target audience: who are we talking to? What do we know about
them that can help us (insight)?
Middle-aged men and women reaching the “midlife crisis” aspect
of their lives. They are in need of an internal change and lack the
motivation and direction to make it happen. They feel they have
wasted away their lives and fear only doom lies ahead.
What’s the single most important thing to say? What is the big idea?
Get your balls back.
What are the supporting rational and emotional ‘reasons to believe
and buy?’
Red Bull increases performance, increases concentration and
reaction speed, improves vigilance, stimulates motivation, and
makes you feel more energetic and thus improves your overall
well-being. About 5%-12% of middle-aged people experience a
midlife crisis. They have fears and anxieties about growing older,
and are willing to try new and adventurous things to reach a sense
of internal stability in their lives.
Red Bull
Red Bull didn’t give us wings to fly; it grabbed us by the jugulars and sent us soaring.
They need to
prove it!

THETRANSCREATION BRIEF
Requirement
Positioning
Distribution
Timeframe
Deliverables
Purpose
Target audience
Response
Tone
Background/overview
Purpose/objective
Target audience
Message
Supporting R&E reasons

SOURCETEXT MESSAGE
TARGET CULTURE RESPONSE
#1 takeaway

Translation is about  
the ability to understand  
someone else’s language.
Transcreation is about  
the ability to write  
in your own.
2011 www.mothertongue.com
#2 takeaway

transcreation.org.uk
Transcreator => Skilled
copywriter who
understands the source
culture intent as well as
the target culture
perception

Pre-production Production Post-production
THETRANSCREATION PROCESS
•Client interview
•Brief creation
•Clariﬁcation
•Project instructions
•Style guide
•Translation 
•Revision 
•Proofreading
•Client review
•Change  
implementation• TRANSCREATION
Transcreation => an additional step
in translation, in addition to pre- and
post-production stages, to check
that the reaction is the intended one

ISO 17100
prooﬁng
proofreading
after-format prooﬁng
revision
review
spot-checking
quality control
QA
in-country review
mechanical review
language sign-off
Watch out for
confusing terminology
related to tasks

ISO 17100
internationalization
international copy adaptation
localization
creative international marketing
multilingual copywriting
marketization
copy adaptation
cultural adaptationmarketing translation
cross-market copywriting
creative translation

How to
charge??
Houry for pre-production, reports, etc.
Experienced translators beneﬁt more from
rates linked to units other than time

1, Not meeting client expectations
=> Shape them w/questions
2. Lack of internal communication
3. Previous experience with
translation of a client

CONCLUSIONS
Ray, R. and Kelly, N. (2010) Reaching New Markets throughTranscreation. Common Sense Advisory, Inc.
• Similar to copywriting
• Marketing & target culture knowledge -
talented writer
• The brief is critical
• Pre- and post-production
• Team communication, including client
• Little room for automation or MT

–Nelson Mandela
“If you talk to a man in a
language he understands,
that goes to his head. If
you talk to him in his
own language, that goes
to his heart.”

https://ar.linkedin.com/in/gablemoine

Transcreation! NYCT at NYU

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