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This article highlights a conundrum that presents itself with medical marketing translations frequently. We are reminded of ad campaigns that contain visuals or wording that simply do not translate. And then we rely on something called TRANSCREATION. Transcreation, however, requires that the translation team is completely on board and briefed on the strategy, the intent and goals of not only the language word play, but the import and impact of the visual being employed. In Po

Creating a great ad campaign and other materials to promote your business, isn’t easy.  Adapting this material to foreign audiences is even harder.  Whether you’re preparing an international advertising campaign or trying to reach the diverse US market, you’ll need an experienced transcreator – that is, a translator who’s a whiz at localization (adapting material to a particular market). Here are a few other essentials that will keep your brand’s message from getting lost in

In a world teeming with different language and cultures, what does it take to reach the international consumer? What is the role of translators who need to make intelligible a certain perspective while still staying attuned to linguistic modes and cultural idiosyncrasies? How can creative teams communicate their messages, slogans, logos and branding while avoiding being ignored or – worse yet – offending an entire culture/country? The reality is that international campaigns m

So you have a great marketing plan in place. It is catchy, thoughtful, and helping customers flock to your business. It is so good, in fact, that you are thinking about entering the international playground. You want to take your business marketing global. Well, there is a lot of marketing work that needs to be addressed before venturing out – especially with a fantastic local marketing plan. International marketing takes a few extra steps. Here are 6 of the most common issue

When I first heard the word “transcreation”, I was surprised.  Did we really need this portmanteau? Shouldn’t all translation be not just about words, but meaning, as well?   But when you think about it, not all translation clients – or translators – think this way.  Many people consider translation to simply be a bare-bones affair, a “Just the facts, ma’am” situation.  I’ve even experienced it myself: a potential client once contacted me to see if I could translate the compl