Download The Insider's Guide to Transcreation

When Branded Content Gets Lost in Translation

Why are we writing this guide?
The purpose of this guide is to help marketers understand the difference between straight up translation and transcreation. Understanding the difference between these two concepts will fundamentally change the way you market to Spanish-speaking audiences.

Who is this guide for?
This guide is for ad agencies, PR firms, social marketing firms, creative shops and businesses that want to bring more relevance and meaning to their brand and grow their business with Hispanic consumers.

What is Transcreation?
Transcreation is the process of transforming marketing messages that were originally created in English and making them more contextually and culturally appropriate for Spanish-speaking audiences. This is done using cultural insights, as opposed to literal translations, to find the right tone, feeling and expressions that will resonate in the hearts and minds of Hispanic audiences.

"Hispanic consumers don’t want to be sold to.
They want to connect with brands that embrace their culture…"

– Pizza Patron

Pizza Patron, a Dallas-based pizza restaurant chain, connected with Hispanic customers by allowing them to pay with pesos. They knew their core audience frequently traveled to Mexico and many had leftover currency.

"Picza", the phonetic term used by many Mexican customers, was put up on the menu board. This genius move created considerable buzz and made people feel welcomed.