Volcanic Ash – what has transcreation go to do with it?
By Gordon Husbands | Cultural sensitivity, International marcoms | No comment yet
Oy Iceland, we said we wanted our CASH back!
We have had the global meltdown, a plague of free-loading politicians and now the subtle wrath of a Nordic god spraying a fine aerosol of pumice dust and glass fragments at the perfect altitude to inhibit the modern jetliner while remaining invisible to the naked eye. Thus, closing all northern European airways with, it seems a particular fixation on the UK.
With our airports closed, planes parked in the long-stay and runways being used for rollerblading and kite flying, London experienced a sunny and very tranquil weekend. Well for those UK residents not stranded abroad (some 100,000) anyway.
Does humour define a culture? Certainly you need to understand local tastes. For instance we Brits pride ourselves on an acerbic sense of humour with bonus points awarded for style as much as for substance.
Transcreation Survey – it’s here, it’s huge and it hits the spot!
By Gordon Husbands | International marcoms | No comment yet
The much anticipated Common Sense Advisory survey ‘Reaching New Markets through Transcreation’ finally hit the digital streets yesterday. I have seen the use of the ‘transcreation’ word both lauded and trashed to equal measure. But what nobody can deny is – especially once you have read the report – that there is a huge amount of transcreation being done everyday however it is labelled.
Why is it being done? Now here this, oh ye Procurements executives – because when it comes to marketing and communications often ‘Translation just isn’t enough!’
Transcreation Survey – it’s here, it’s huge and it hits the spot!
By Gordon Husbands | International marcoms | No comment yet
The much anticipated Common Sense Advisory survey ‘Reaching New Markets through Transcreation’ finally hit the digital streets yesterday. I have seen the use of the ‘transcreation’ word both lauded and trashed to equal measure. But what nobody can deny is – especially once you have read the report – that there is a huge amount of transcreation being done everyday however it is labelled.
Why is it being done? Now here this, oh ye Procurements executives – because when it comes to marketing and communications often ‘Translation just isn’t enough!’
Says who?
Well a plethora of marketing executives, country stakeholders, local channel partners, creative agencies as well as language service providers (but what do they know?)
As the report underlines, global marketing is complex, there are a lot of moving parts, it is not easy but the market opportunity is there if we have the desire and motivation to exploit it.
To be fair it is only in the last decade that the tools have been available and sufficient corporate muscle has been readily applied to the enterprise translation challenge never mind such subtleties as transcreation. Senior management and procurement need to be educated, lobbied and nagged into adding transcreation to the corporate marketing armoury. Plus more multi-variant testing should be applied to help identify the most effective adaptations (very easy with modern WCMS like Ektron) and the results of transcreation should be properly measured so that practical R.O.I can be established.
No - this is only a clue!
There is a simple and effective diagnostic tool for identifying a need for transcreation on page 50 of the report.
If you are in anyways associated with international marketing and want to develop your career this report is for you, follow the signs – go buy, beg, borrow or otherwise procure it now – you will not be disappointed.
