Thus, the increasing Hispanic population in the U . S . provides many opportunities for same-country transcreation.
12.
When first used in the 1960s and 1970s transcreation was a term coined to describe the translation of creative ad copy.
13.
Transcreation agencies, which add marketing and copywriting expertise to the translation process, lie at the center of this spectrum.
14.
Thus, a global advertising campaign subjected to transcreation becomes more supple, while still adhering to an overall global strategy.
15.
In doing so, he often adopted a freewheeling practice called transcreation, which allowed him to intersperse translations with his own ideas.
16.
Transcreation balances these two imperatives : to foster a brand recognizable around the world, while tailoring the advertising message for local markets.
17.
In the 1990s, marketers and advertising agencies with international accounts began using the term transcreation to distinguish their work in this field from translation.
18.
As the concept of transcreation has taken hold, advertising agencies and marketers, realizing its importance, have added departments dedicated to this service.
19.
To meet these challenges, companies that market internationally are increasingly using transcreation, whether via their advertising company or with a company specializing in transcreation.
20.
To meet these challenges, companies that market internationally are increasingly using transcreation, whether via their advertising company or with a company specializing in transcreation.
