The art of marketing translation is no different – it is the message with all its subtleties and nuances that needs to be brought across.
There are differences in any two cultures that can easily get lost in translation. A deep knowledge and understanding of both source and target cultures and a passion for tweaking a phrase until it truly resonates can lead the way to a target copy that is just as clear, gripping, funny and above all – convincing – as the original.
Some call it transcreation. Some call it marketing translation. I call it the art of translation.