Lionbridge provides transcreation services to help companies effectively communicate marketing messages across different cultures and languages globally. Their services go beyond direct translation to fully adapt messaging for local contexts while maintaining brand integrity. They have resources in over 100 languages and 26 countries to offer localized expertise with centralized governance. Their team of linguists and creative specialists collaborate with clients to ensure messaging resonates locally yet stays true to the original intent and brand.

1. Solution Brief
globalmarketingops.com
Transcreation
Marketing Adaptation
Services with Local Savvy and
International Reach
Drive global growth with customized
messaging for culture and context
You’ve put blood, sweat, and tears into differentiating
your brand, creating copy that connects, and developing
campaigns that pack a punch. But when it’s time to go
global, is your marketing missing the mark?
SOLUTION HIGHLIGHTS
⊲ Local market guidance
with global brand control
⊲ Linguistic resources
with creative experience in over 100 languages
⊲ Collaborative partnership
with your agencies and teams
⊲ One global partner
to support all your markets
MESSAGING THAT
RESONATES
Successfully delivering your message on a global scale
requires much more than mere translation. To ensure
your message resonates with your target audience -
while staying true to your brand - you need to look well
past changing the words of your campaign into different
languages. You need to re-create, or ‘transcreate,’ the
campaign’s creative content to reflect the nuances and
subtleties of the language and culture of your target
audience.
LOCAL IMPACT, GLOBAL CONTROL
Lionbridge transcreation services take the risk out of
multicultural messaging. Delivered by experienced global
resources, operating out of 26 countries, our transcreation
support combines local savvy with international reach.
Our creative in-market specialists have expertise in more
than 100 languages. And because we manage these
resources from a single Marketing Center of Excellence, our
solution provides global control with local impact so your
transcreated messaging is always culturally appropriate, and
the integrity of your brand is uncompromised.
Our team consists of linguists with creative
backgrounds who understand conceptual language and
are uniquely skilled at relaying concepts in a compelling
way in their own language. These specialized resources
work collaboratively with your creative agencies, in-
country teams and brand stewards to ensure your
adapted messaging is linguistically and culturally correct
– and that it has the same impact as the original.
© 2012 Lionbridge

2. Solution Brief
globalmarketingops.com
GET STARTED
Make sure your global marketing campaigns have their desired impact. To learn
more about our transcreation services contact us at
globalmarketingops.com/get-started
Aaron S. Hakenson
Global Marketing Consultant
Email: Aaron.Hakenson@lionbridge.com
Phone: 978.964.1937
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Lionbridge
“Our agency is developing some
great concepts for us, but we
don’t have a process in place to
develop them for our international
markets.”
“It’s really important that our brand
vocabulary remain consistent around
the world. Our in-country offices are
doing their best to convert our brand
materials, but our brand looks different
in each locale.”
“We have several copywriters re-
creating messaging for us in our
target countries, but the intent of
our original messaging is getting
lost in the re-creation process.”
“Our new slogan was a hit in our
home market, but it failed miserably
when we translated it for other
markets.”
© 2012 Lionbridge