Globalization + Localization = Transcreation

Marketing to a global audience is about finding the sweet spot between consistent messaging and local flavor. You want to create an emotional connection in multiple languages while speaking with one voice. And yet we’ve seen brands fail in translation over and over again.
Transcreation brings together elements of translation, copywriting, market research and cultural sensitivity. It's about respecting local cultures, sentiments, and traditions. It's about understanding the creativity that went into the original campaign or website relaunch or branding. Every word was chosen thoughtfully, carefully. And the same attention should be paid when taking your marketing global.
Join a lively discussion about how language, culture and writing impacts going global.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.

Kristy Sakai

Supertext USA, Inc.

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