As language experts, one of the things we often see when agencies and brands are in the pre production stage of a global campaign is not involving their cultural language teams early enough.
At Jam, Cultural Consultation is considered best practice – it is the first step on how to best communicate with your target audience in different markets – think of it as cultural sensitivity analysis! It’s where a thorough in-market piece of research of the proposed campaign is undertaken by one of our many in country transcreators, examining details such as: campaign imagery, colours and fonts through to any potential issues with the use of slang, characters and models in adverts, clothing, possible issues around gender roles, as well as racial, political or sexual content that may cause a negative reaction locally.
By involving our teams in the Pre-Production stage of campaigns, it allows for informed strategic decisions to be made by Brands, Creative Agencies and Media Agencies across the board from start to finish of a successful campaign.
Transcreation or Creative Translation is actually the second stage in the translation journey and is the execution of the findings from a Cultural Language Consultation. Without a clever cultural adaptation, a standard translation can cause more harm than good and many global brands have struggled to successfully expand internationally due to a lack of understanding of the local cultures and failing to adapt their communications to engage their target audience.
So rather than leave the translation / transcreation until the scripts have been written and the production shot – bring us in in on the pre-production stage and let us help your campaign become a global success.
