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In marketing field which points do you take into consideration to evaluate if an specific project needs a localization or transcreation job?
In marketing field which points do you take into consideration to evaluate if an specific project needs a localization or transcreation job?
A reply from Lara...
"Transcreation requires a completely different level of creativity, as most times you actually need to “recreate” the message while translating to adapt it to the target audience/culture and evoke the same feeling as the original. A job that requires transcreation will also most likely have a visual aspect to it as well, and a very specific marketing purpose in mind. Our Marketing Solutions department is the one that takes care of such requests, so if we, as PMs, suspect a marketing request may require transcreation, we liaise with them. I believe there is a talk on Transcreation tomorrow, if you are interested. "
A reply from Lara...
"Transcreation requires a completely different level of creativity, as most times you actually need to “recreate” the message while translating to adapt it to the target audience/culture and evoke the same feeling as the original. A job that requires transcreation will also most likely have a visual aspect to it as well, and a very specific marketing purpose in mind. Our Marketing Solutions department is the one that takes care of such requests, so if we, as PMs, suspect a marketing request may require transcreation, we liaise with them. I believe there is a talk on Transcreation tomorrow, if you are interested. "
