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In today’s globalised world, businesses looking to expand into new markets need more than just translation – they need transcreation. As a European marketing agency that prides itself on its deep understanding of local markets, SWC Partnership works with a wide range of global clients to ensure their communication resonates, no matter where their audience is based. As we celebrate the European Day of Languages on 26th September, it’s the perfect time to reflect on the power of language in marketing and why transcreation is key to success in international markets.
What is Transcreation?
Transcreation is more than just translation, it is the process of adapting a message from one language to another while maintaining its intent, style, tone, and context. It goes beyond direct translation, ensuring that your brand’s message is not just understood but felt in the way it was originally intended. This is especially critical when marketing to audiences in different countries, especially Europe, where cultural nuances, idioms, and local preferences differ widely.
For instance, a successful campaign in Germany will often require a localised approach and targeted messaging, versus utilising the same approach designed for the UK market – not a one-size-fits-all approach. And, that’s where our transcreation experts come in, ensuring that each message feels local yet remains true to your brand’s global message.
Why is Transcreation Important for European and International Marketing?
Europe is home to a vast array of languages, each with its own unique cultural context. Standard translations may result in a diluted or even incorrect message, which could impact brand perception. This is why we work closely with our clients to ensure their content is localised to fit each country’s specific needs, without losing the essence of the brand. A perfect example of this is our work with MARS Petcare, where we provide copywriting, branding, and transcreation services. Our collaboration with their team ensured that their marketing materials are not only translated but culturally adapted, allowing their message to resonate with pet owners across multiple European countries.
Similarly, our work with Eurowings showcases our ability to handle complex transcreation projects, ensuring the airline branding and marketing materials are suited to different regions.
While global expansion offers tremendous opportunities, it can also lead to some memorable (and costly) mistakes when brands overlook the importance of transcreation. Without properly adapting messages to local languages, brands can unintentionally send the wrong message or even offend their target audience.
Take Pepsi’s famous slogan, “Come alive with Pepsi,” which was unfortunately mistranslated in China as “Pepsi brings your ancestors back from the dead”. What was meant to be an energetic, exciting campaign quickly turned into an example of how things can go wrong.
Similarly, Coors beer’s slogan “Turn it loose” was translated (and not culturally adapted) into Spanish as a not-so-appetising invitation to experience diarrhoea.
And who could forget Electrolux’s unfortunate US marketing campaign, which proudly declared “Nothing sucks like an Electrolux” – a phrase that was taken literally in Sweden, but took on a very different, and negative meaning in English-speaking markets!
These blunders are more than just funny anecdotes – they can waste marketing budgets, damage brand reputation, and alienate key audiences. That’s why transcreation is so crucial. By tailoring content to both language and cultural context, brands can avoid these pitfalls and ensure their message is globally represented/ adapted where appropriate.
Partnering with SWC for Transcreation Services
As a European marketing agency based in the UK, we offer dedicated international marketing solutions, acting as an extension of your team. Our clients benefit from our specialist knowledge of local markets, as well as our expertise in both B2B and B2C marketing. From supply chain marketing to product launches, we ensure that your business speaks the right language – both literally and figuratively.
Our longstanding partnerships with leading language experts allow us to handle complex, technical transcreation projects that not only meet, but exceed client expectations.
In addition to this, we’re also a part of the UP THERE, EVERYWHERE family – who are the world’s first global cloud-based brand, marketing and digital marketing services agency. We benefit from a number of Creative Hubs and teams around the world including Stockholm, Hamburg, Amsterdam, Helsinki, London and New York.
Our partnership with UP means that we can lean on local expert teams, to produce truly global campaigns.
Get in Touch Today
If your business is looking to expand its presence, either across Europe or internationally, and you need a partner who understands the nuances of languages and local markets reach out today to discover how we can help you make the most of your international marketing efforts.
