Transcreation….

Transcreation is the process of taking a message that is originaly intended for a specific culture and transcreating it to speak to a different audience.  Clishe lines in English never translate well into Spanish making it difficult for an audience to grasp the intended message.

So what do you do……..you never create a message in English and expect to have the same impact in Spanish.  In order to deliver the intended response, a concept geared to the Hispanic Market should be a project of its own.  There should be a brainstorming session to come up with concept, mechanism, delivery, call to action etc.  Script and storyboard developed for the message.