How Does Transcreation Work?
Let’s take a simple, real life example of a company who approached our agency looking for transcreation services.
We were approached by a British bank wanting to open up a branch in the UAE. They came to us with ideas on the name of the company, the names of different types of accounts plus marketing and advertising materials.
From the start, we could identify the whole thought process was “British”. The company did not understand local Emirati culture, language, aspirations or inspirations. We do.
As a result we completely overhauled the approach and the launch. What did we do?
- Moved away from a transliterated company name to a powerful, meaningful, lifestyle enhancing name with logo
- Carried out in-country research on different names for bank accounts to narrow down to the required four
- Re-wrote all marketing copy for leaflets, posters, signage and website
- Worked alongside the bank’s local advertising company on a consultancy basis
The result was a brand, messages and copy specifically adapted to the UAE market.
As a transcreation agency we work with some of the UK’s largest branding, communications, PR and advertising companies. Our international offices enhance our regional knowledge and our cross sector exposure strengthens our ability to consult.
If you would like us to bring our experience to your table, then please contact one of our Relationship Managers.