To make transcreation successful, keep a couple of things in mind: a. Make sure there is a creative brief to start with. In here, clearly mention the target audience, the tone of voice, specific variants of a language to be used, etc. The creative brief lays down the central idea of the brand messaging, absence of this may end up re-doing everything, which is not what you want. b. It would be good to go with an LSP rather than a marketing agency. Take for instance the copy for digital ads. While a marketing agency may know how to create great copy, the LSP knows how to create great copy which is relevant to the locale as well as true to the original idea. c. Create a style guide and glossary and clearly mention the terms you want used and those not, and make sure your
transcreation team members have access to it. Using locale-specific terminology is an essential part of transcreation and it also helps in getting multilingual search engine optimization (SEO) right. d. Determine the level of transcreation you want upfront to avoid misalignment with the LSP, which in general includes the market, its sensitivity to culture-relevant marketing, and of course, your budget. e. Lastly, a close collaboration within involved teams to establish clear and agreed-on feedback and review processes, to ensure smooth working for expected output.