Transcreation made the headlines in the November 2005 issue of Client Side News. When TripleInk was founded in 1991 under the name Creo International, it was the principle of transcreation that inspired its name. It was a term that aptly expressed the process of merging creation and translation of advertising messages. Since then, TripleInk has developed an entire methodology around this idea which they have trademarked under the name of Six Degrees of Transcreation®.
“Before we even get out the dictionary, we have to determine how the advertising messages can be adapted,” says agency co-founder Christa Tiefenbacher-Hudson. “Our Six Degrees of Transcreation methodology provides us with a set of criteria that helps us in this process. In our mind, it’s not only a question of translation versus in-language copywriting, but a question of identifying the degree of message differentiation necessary to create compelling in-language communications that connect the brand with global audiences.”
“Advertising and marketing have to communicate the values of the brand to their audiences in a way that resonates with them. Not only do the brand messages have to be translated and articulated in a linguistically precise manner in the language of their target audience, the in-language messages also have to reflect the realities of the target marketplace and culture. Culture defines the attitudes and values of the audience and consequently the degree by which they will identify with the values associated with the brand. The market environment defines the product positioning.”
In her interview for the article in the November issue of Client Side News, Tiefenbacher-Hudson explained: “To ignore the cultural and market dimensions and simply translate marketing materials the same way one translates technical documentation may be cheaper up front but can cost dearly in the end. In a global marketplace, the success of a branded product or service depends not only on how well the product meets the needs of the marketplace but also on how relevant the brand is to its end users.”
To read the complete article or find out more about Client Side News, go to www.clientsidenews.com.
About TripleInk
TripleInk is a leading multilingual, multicultural communications agency based in Minneapolis. By integrating languages with strategic marketing and multicultural design, TripleInk has provided strategically driven creative solutions and practical multilingual communication tools to clients who want to reach international and U.S. ethnic markets, including such companies as 3M, American Express, Anheuser Busch, Arizant Healthcare, Cargill, Carlson Companies, Daimler Chrysler, Hyatt Hotels, Manhattan Toy, Marvin Windows, Mentor Corporation, Northwest Airlines, Possis, SBC Communications, St. Jude Medical, Target Corporation, The Scotts Company, and others. The range of work includes print and broadcast advertising, brochures and videos, instructional and promotional materials, packaging and labeling, and website localization. The agency is an operating company of Martin|Williams, Inc., which is part of Omnicom.
To find out more about TripleInk, please contact Christa Tiefenbacher-Hudson, Managing Director, at 612.342.9790, or email us.