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Author: Textappeal

10 reasons you should translate your website

10 Reasons Why You Should Translate Your Website

  |   CultureShocks Blog

Content production takes tremendous strategy, effort, and analysis. Crafting blogs, infographics, image quotes, and related materials that garner attention, educates, and convinces consumers takes serious finesse. You also have to ensure that articles and social posts are more effective than the competition and still adhere to SEO best practices. Tackling all these nuances feels like a herculean task.

Considering content creation is an increasingly challenging undertaking, shouldn’t you try to get the most out of your materials?

Then consider translating your content into other languages to reach new audiences. There’s no reason why everything you create can’t go global.

English, despite being spoken by roughly 1.5 billion people (or about 20% of the global population), accounts for more than 51% of all content online.

This divide presents massive opportunities for brands who are willing to go the extra mile to capitalise on underserved markets.

While many opt for translation plugins to try to fill this void, these are not the best ways to translate a website or its content. This is because such automated tools do not understand the nuances of many languages, often creating nonsensical translations; this could actually damage your reputation and alienate audiences.

Here are 10 compelling reasons to get started transcribing your website content right away.

 

1: Increase Your Customer Base

 

In the global economy, effective website transcreation is necessary for a variety of reasons.

In order for brands to capture overseas consumers, webpages must be served in their native tongue.

Various studies have indicated that roughly 72% of consumers spent the majority of their time online visiting websites in their first language. The same number of people also state that they are more inclined to make a purchase if the product info is in a familiar dialect.

Furthermore, from a psychological standpoint, we know that global shoppers are less likely to purchase an item from a site that is not in their native language and the vast majority always visit websites that feature their preferred language. It makes sense that people want a shopping experience in their native tongue wherever possible.

 

2: Your Company Ships Internationally

 

Many websites and ecommerce stores cater to foreign crowds with international shipping and various currency payment options. Despite this, many of these sites house English-only content.

By providing customers with product information in native languages, you greatly increase the chances of making a sale.

 

3: Your Competition has a Multilingual Website

 

If your competition is serving a variety of audiences around the world through a multilingual site, they are likely capturing more eyeballs and revenue online.

The longer you go without a translated version of your site, the stronger your competition grows across global communities.

 

4: Be a Global Powerhouse

 

On the other hand, if your rivals don’t boast a multilingual website, you are presented with a fabulous opportunity to capitalise on this fact and create custom content for foreign consumers. Many of these folks will no doubt be your loyal customers even if your competition steps up its game.

 

5: Data Indicates Translation is Logical

 

When digging through your site’s traffic data, you might find that your visitors’ geographic data is more diverse than expected.

If you are gaining sizeable volumes of foreign traffic, determine what languages these folks speak and seize the opportunity to capture this business.

 

6: Enhance International SEO

 

Global SEO is one of the most effective strategies for developing an international presence as this will ultimately drive traffic to your site, generate leads, and boost other supporting factors. Most importantly, keeping an international SEO strategy can skyrocket your conversions, which is the heart of any successful online business.

The best way to translate a website and optimise it for multilingual SEO purposes is to hire a transcreation agency with search engine expertise.

 

7: Increase Time on Site

 

Most translated websites receive the added SEO benefits of lower bounce rates, greater user interaction and time on the site.

This will not only help your international SEO efforts but it will also increase the chances of making a sale.

 

8: Cost Efficiency

 

In addition to website translation services, contributing to a site’s bolstered international presence is one of the most cost effective ways of reaching foreign audiences.

By providing your website’s content in a variety of languages and showing users how to change languages on pages, you can effectively capture new users, build confidence with shoppers, and reap a multitude of other benefits.

 

9: Build Trust Worldwide

 

Online consumers typically only shop with websites that they deem trustworthy.

When a site is in a language that people don’t understand, they are more likely not to trust it.

A site that is thoughtfully and accurately presented in a variety of languages, however, gives an air of polish, authority, and global credibility that helps to form significant consumer confidence. A multilingual site gives consumers the impression that the brand cares deeply about their experience.

 

10: Build a Stronger Brand

 

Whenever a brand is able to establish a foothold in foreign markets, it reaps the benefits of strengthening its brand on a global scale.

Nike, Pepsi and Amazon did not become the household names they are today by providing audiences with English-only content.

While these reasons for website translation are informative, you may still be at a loss in deciding which languages to focus on for your translation efforts.

 

Choosing Languages

The first step in figuring out how to build a multilingual website is to establish which languages will be supported.

The more options you choose, the more costly the project will be. It is important to note, however, that not all languages cost the same.

Considering this, it is vital that you account for the size of your budget when studying the countries that are already visiting your site and which languages those people speak.

There are certain languages that are likely to be more fruitful in your translation efforts, but this will probably vary from brand to brand.

Translating your website brings a multitude of benefits; increased sales, stronger brand image, higher international SEO rankings, and many more business perks. The best way to translate a website that converts and boosts your brand is by hiring an agency that intimately understands a language’s intricacies so as to not develop content that appears foolish and turns off the demographic you were looking to convert.

Your site’s success may very well depend on how much you cater to an international audience. Don’t limit your reach to just one language; intelligent localisation can be the single most powerful choice you make for digital business dominace.

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junior translation project manager in London

New Job Offer: Junior Transcreation Project Manager

  |   News

A fantastic opportunity for enthusiastic graduates seeking to develop a career in transcreation.

Starting date: early August.

Salary: 18k

 

Key responsibilities include:

 

  • Offering support, including project coordination, to our worldwide network of copywriters, writers, editors and strategists as well as project quality checking
  • Expanding our worldwide network of copywriters, writers, editors and strategists

 

Essential skills required:

 

  • Transcreation or linguistic education background
  • Interest and understanding of the fashion industry (any level of previous experience in fashion and retail is advantageous)
  • Copywriting skills (fashion blogging would be ideal)
  • Fluent in written and spoken English.

 

Desired skills:

 

  • Organisational/project management skills – we handle an intense request flow from our clients so candidates will need to be good at workflow and time management in a very dynamic project environment
  • Passion for language, culture and advertising
  • An understanding of different cultures
  • Team worker
  • Native speaker of any of these languages: Czech, Latvian, Turkish, Romanian, Polish or Dutch.

 

Qualifications:

 

  • University degree in language or transcreation.

 

To apply send a covering letter and CV to: sergio.arboledas@textappeal.com

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Global Brand Advertising Campaign by Barings

  |   News

LGA trust our transcreation expertise to help deliver the international advertising campaign for Barings, the world leading asset management company. For their latest campaign ‘Adaptability – the new look of partnership’, we helped to spread their message across markets throughout the US, Europe and Asia.

 

After having successfully supported Barings in their previous campaign to showcase the merger of four MassMutual companies into one of the world’s largest global investment management firms, we transcreated their latest campaign into 10 different languages for international markets. This included an initial focus on digital assets, including rich media banners, the print advertising in world leading financial news outlets to be released in the coming months and localising the VO on their Barings – Adapt video content.

 

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japanese culture facts - traditions in japan-min

Japanese Culture Facts: 6 Traditions Every Traveller Should Know

  |   CultureShocks Blog

Facts about Japanese culture that tourists and businessmen might not know but really should before travelling or doing business.

Japan is famous for having one of the richest and most interesting cultures in the world. Many of the country’s ancient practices and traditions are still intact today, helping to shape Japan’s unique lifestyle and global perception.

While most Westerners conjure thoughts of sushi, samurai and sumo wrestlers when they think about Japanese culture (and they wouldn’t be wrong), these notions barely scratch the surface of the Japanese people and their multi-faceted culture.

If you are getting ready to take a holiday to the Land of the Rising Sun, heading there for business purposes, or just looking to be aware and respectful to people from this country, here are six traditions and rituals that you need to know in order to blend in with the locals and not succumb to an acute case of culture shock.

 

Traditional Tea Ceremonies

Japanese Culture Facts - traditional tea ceremonies in Japan

Tea ceremonies are a common part of Japanese culture. This formal yet stylised custom is taken quite seriously. These ceremonies have been greatly influenced by Buddhist practices and the event can be likened to a meditative experience. Japanese tea ceremonies possess deep meaning to the country and those who are invited should feel quite honoured.

If you find yourself invited to such an occasion, be aware that each guest plays a role in the ceremony and will be seated in accordance with their ranking.

Guests should be keenly aware of Japanese tea ceremony etiquette as it can be a fairly complex ritual.

 

The Sacred Practice of Giving Gifts

Japanese Culture Facts - gift giving in japan

Another Japanese tradition that is extremely prevalent throughout the culture is gift giving.

When meeting with business associates or arriving at someone’s home you have been invited to, it is particularly important to show respect and gratitude by presenting your hosts with a gift.

There are a variety of gifts that are acceptable; these largely depend on the occasion and your current relationship to the recipient.

Additionally, how the gift is wrapped is essential; be sure that it is packaged very nicely. If wrapping is not an option, present it in a bag from the shop it was purchased from.

Whatever you do, do not give someone gifts in a set of four as this is considered unlucky since the Japanese word for “four” is pronounced in the same way as “death”.

Present your gift towards the end of your encounter, and do so with both hands no matter if you are giving or receiving.

Additionally, if you are ever offered a gift, strongly object acceptance at first as this is polite; afterward, accept the gift as anything less would be rude.

 

Festive and Celebratory Bonenkai Parties

Japanese Culture Facts - kampai celebration in japan

Each December, Japan is swarming with Bonenkai parties.

Bonenkai party means “forget the year party” and is a way for the Japanese people to leave behind their troubles from the current year and look optimistically towards a new one.

Pretty much every company will throw one of these parties, but there will also be private ones among friends and family.

This Japanese tradition is typically structured with various games and speeches.

If you are fortunate enough to be invited to one of these events, be sure to keep your etiquette intact (which we will go over in a moment) as there is often a second party (and possibly a third) afterward; these can get pretty rowdy.

 

Kampai: A Reverent Social Convention

Japanese Culture Facts - festive bonenkai parties in japan

Whenever you are out drinking with Japanese people, you’re going to hear the word “Kampai” quite a few times. This is akin to “Cheers” in English-speaking countries and translates to “dry glass” or “bottoms up”.

Be mindful when partaking in alcoholic beverages, however, as it is considered rude to pour yourself a drink; another guest should take care of this for you and you should do the same for others.

Additionally, it is also boorish to start drinking before everyone has a beverage and has the chance to Kampai.

Finally, if you want to appear reverent to your newfound friends, during the first round of drink, order the same thing as everyone else to show comradery.

 

Not Tipping: A Custom Rooted in Respect

Japanese Culture Facts - tips in japan

Among all the festivities and drinks, your natural instincts might kick in and convince you to leave a tip on your way out of the bonenkai party or business meeting.

Under no circumstances should you leave a tip in any situation while visiting Japan. In fact, leaving a tip is not only unacceptable, it is considered insulting.

Leaving a tip conveys a message that the business must not be well off and needs extra money.

In the Japanese culture, all of the services you have requested are included in the final price, so leave it at that.

 

Public Sleeping

Japanese Culture Facts - public sleeping in japan

While in Japan, foreigners might find it odd to see people sleeping in public places like on trains, park benches, and similar locations.

Pay no attention to this, however, as it is quite common. It is called inemuri, which translates to “sleep while being present.”

This is not only a common cultural Japanese practice, it is respected as a sign of a person who is working incredibly long hours to contribute to a company’s success and therefore just can’t keep their eyes open.

Finding workers asleep at their desk is an everyday occurrence in Japan and is honored by managers and other higher-ups in a company.

This doesn’t mean that employees can just curl up under their desks and take a nap; staff should appear as if they have dozed off while working. As inemuri is an unintentional nap, unlike hirune – a planned siesta – a person’s posture must reflect that they were trying to work and just couldn’t stay awake a moment longer.

These are just a handful of Japanese traditions that foreigners would be wise to understand. Travelling to a new country for work or pleasure can be a disorienting experience, but by honouring these customs and rituals, you are far more likely to develop prosperous and long-lasting relationships with many Japanese people.

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Textappeal’s New Business Win: Sea Life

  |   News

Textappeal are to support the SEA LIFE brand in helping to promote their ethos and enabling it to resonate with an audience across 13 markets in 13 languages

SEA LIFE Aquariums is the world’s largest and most engaging conservation based aquarium brand, with more than 50 attractions around the world.

SEA LIFE create a breathtaking experience for the whole family and want to share their passion for sea life – its welfare and conservation are paramount in all they do.

Textappeal are proud to support the SEA LIFE brand in helping to promote the SEA LIFE ethos and enabling it to resonate with an audience across 13 European and Asian markets in 13 languages among which are Finnish, Portuguese, Turkish, Arabic, Thai, Korean, Simplified Chinese and Swedish.

SEA LIFE were looking for a partner to support the global unveiling of their website; a partner who shares the same passion for excellence in all they do and a partner who could further the SEA LIFE brand to audiences in markets where the brand is present.

Another crucial point for the brand was to retain consistency across SEA LIFE’s global estate of aquariums and deliver a brand message that would be fun, engaging and family-friendly across the markets SEA LIFE currently operate in.

SEA LIFE were impressed with Textappeal’s approach, passion and credentials and we are now working on the brand’s global website transcreation.

Our goal is to inform people in each specific market, in a locally relevant manner, of the importance of marine conservation, get them involved and inspire children to fall in love with the sea. To help them better understand the importance of the protection of sea life in an entertaining and culturally relevant manner.

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obama and putin cocacola crimea on how to avoid brand damage

How to Avoid Geopolitical Brand Damage

  |   CultureShocks Blog

Nobody wants to get caught in a fight between Vladimir Putin and Barack Obama, least of all if you’re the brand guardian of the most popular global carbonated soft drink on the planet. In December 30th a massive outrage erupted in Russia after the publication of a seemingly innocent map designed to celebrate the end of the New Year.

It’s no laughing matter to get caught in the middle of an argument between Vladimir Putin and Barack Obama, especially if you’re the brand guardian of the most popular carbonated soft drink on the planet. At the end of 2015 Coca-Cola published a seemingly innocent map depicting Crimea as part of Ukraine, sparking outrage amongst VK (Russia’s most popular social network) users.

cocacola without crimea on how to avoid brand damage l textappeal

Russia without Crimea: Russians offended

Russia’s bringing Crimean territory back into the motherland is highly popular with the local population. And while Coca-Cola’s link with Ukraine may please the American administration, it offended Russian nationals.

coca cola santa clause on how to avoid brand damage by textappeal

Is Santa an American provocateur?

VK was instantly saturated with fury against the iconic American brand, suddenly seen as an “Evil Imperialist” out to humiliate the Russian people. Could it be that Santa, the beloved figure popularised by Coca-Cola, was actually an American provocateur in disguise?

Although an innocent faux-pas, the map was all the more damaging as the brand was making a deliberate effort to tap into a local mindset via Russian cultural references.

cocacola with crimea on how to avoid brand damage

Crimea part of Russia: Ukrainians offended

In response to the VK community seething with outrage, Coca-Cola made a somewhat perplexing, 180-degree marketing translation turn. Instead of defusing the situation, Coca-Cola released a new version of the map that included Crimea and several other disputed territories within Russia’s border.

The move angered Ukrainians, who called for a boycott of Coke products. Following a barrage of angry tweets and images of Coca-Cola being flushed down toilets, the soft drink giant apologised and removed the offending map altogether.

This is far from an isolated incident. With frontiers quickly shifting in various parts of the world and cultural sensitivities running high, brands cannot afford to rest on long-held assumptions about national borders.

What to do?

how to avoid geopolitcal brand damage, textappeal

The CIA’s website is a good source for marketers to track geopolitical change

Microsoft has led the way by establishing a division that tracks geopolitical and cultural risk: all marketing executions are vetted by it, and its database of cultural issues to avoid is gradually enriched over time. Unfortunately this resource is not publicly available: the software giant sees it as a strategic asset.

The CIA’s website (www.cia.gov) is probably the best resource to stay up to date with geopolitical change. It provides some of the most accurate intelligence in the world, openly publishes a surprising amount of information, and is free!

Textappeal can help keep marketers and their agencies safe too, by systematically checking brand materials for cultural and geopolitical issues, validating executions for travel, and advising how to deal with cross-border dilemmas that may result in brand damage.

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image of bbdo advertising agency recently appointed the leading transcreation agency, Textappeal

New Business Win: BBDO Worldwide

  |   News

Textappeal are excited to announce our new partnership with BBDO Worldwide, the creative force behind some of the world’s most-loved advertising.

This global and forward-thinking advertising agency took us on board to handle transcreation across seven different markets.

As a leading transcreation agency we not only take language into account, but cultural context too. This allows us to create effective copy for global brand campaigns ensuring a message is never, ever, lost in translation.

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storytelling, travelling brand, creative translation, marketing consultancy, textappeal, cross cultural marketing

The Secret of the Time-Travelling Brand

  |   News

David Brand was in a rush to catch his Uber from the Textappeal offices in London. He planned to make a quick stop by his office to pull together a few charts with the final spending figures, followed by a late bite to eat, and hopefully a few hours of sleep before his 7:30 a.m. debrief with the CEO. A mad six months of global campaign preparation, but the finish line was in sight!

Despite Yuliya’s insistence on guiding him, he told the Languages Account Director of Slavic origin that he’d find his own way out.

She walked him to the lift and gave him a notebook with a pink cover: “For you, David. Text me if you need anything.”  “Spasio, Yuliya!” he answered, knowing it was more impactful to offer thanks in her native Russian, even though her English was perfect…

He stepped into the booth and mechanically pressed a button for the ground floor. Then something inexplicable happened, and everything went horribly wrong.

david brand using the elevator

Unfortunately David Brand fails to notice that instead of hitting “G” for the ground floor, he has accidentally pressed an unfamiliar button that says “-10,000”. The lift sails well past the ground floor, and continues on and on. A digital display above the door spins backwards from -250 then -1000, -5000. But before processing this predicament, he mindlessly checks his phone. The Uber is 1 minute away.

He feels his heart and pit of his stomach float for a few seconds before the infernal machine screeches to a halt. The overhead lights switch off. Silence. Blinking above on the display, a red display warns: -10,000. A millisecond that feels like an eon passes, and the door opens.

London has disappeared. Instead an unknown wilderness illuminated by a full moon lays before him. Instinctively, he checks his phone again. No service.

gif showing jack from Lost wakes up from the shock

As the shock recedes, he steps out of the doors and his senses adjust. A cold breeze whispers in his ear, he feels himself shiver. With impeccable timing, as if he has stepped into a campfire story, he hears a howling in the distance. Then, something else closer by…a scratching, perhaps? He nervously wonders if hungry wild animals already surround him, ready to pounce and rip him apart like a Waitrose prime beef cut.

gif with a tiger

And to think all he wanted to do was get his brand campaign translated and delivered to 110 markets, and be done with it. He remembers Yuliya had said something about stories being told in different ways, and recommended what she called “cultural validation” as if he didn’t know! Six months of market research, endless meetings with the agency…enough! The final brief was to come up with one big idea that worked everywhere: a universal story. He had spent a fortune on market research; battled with French and German operations who insisted they were “different”; been bamboozled by the law firm that had rejected 40 product names because they were supposedly already registered in places like Turkey, Vietnam or Argentina.

But now, here he is. A minor lapse in judgement and he finds himself surrounded by ferocious beasts and on the verge of dying alone, never to fly Emirates or Virgin again. If he isn’t eaten alive, perhaps he will perish from thirst and hunger, missing next week’s dinner at The Ivy without notice. It occurs to him that they wouldn’t hesitate to cancel his hard-earned table privileges over such an egregious lack of courtesy. Just before finding a mossy log to sit down on as his despair sinks in, he notices a small fire flickering in the distance. At the thought of warmth, his resolve stiffens and he makes his way towards the light.

gif showing savages dansing around a bonfire

As he approaches the fire, he sees figures huddled nearby, talking and eating. “People just like me!” he reassures himself, “but only dressed in animal skins instead of Armani suits!”  In a frantic voice, he greets the group in several languages; surely one of them must understand at least something he’s saying! “Hello! Guten tag! Moshi moshi! Privet! Tudo bom!” The group suddenly turns towards him, wide-eyed and with jaws gaping. They break into a loud babble of unintelligible cries, a clatter he can hardly recognise as a language. The tallest individual of the group swiftly moves towards him and seems to size him up. The Tall Man makes some strange, rapid gestures to the others. Then he pulls out a long, jagged flint knife that glows from being in the fire. He runs his fingers along the blade, almost exactly as David’s grandmother would when cleaning the Georg Jensen silverware. If the Tall Man is trying to say something to him, he can’t imagine that it’s friendly.

gif with a character from scary movie holding a knife

Seconds tick by as David runs through several options in his head. “Hand gestures are generally universal, right?” In a rapid succession of movements, he wildly waves towards the night sky and motions towards the wilderness in the distance. One of them sweeps his hand from one end of the crowd to the other and then points to himself again, circling his hand over his stomach while slowly explaining each gesture aloud in English.

The group looks on, mouths agape. Suddenly, the tallest warrior charges at David with several of his comrades-at-arms. They seize him and hold him aloft above their heads, marching him towards the direction of the communal fire. Just as he’s coming to terms with the fact that those gestures may have been mistaken for signals of aggression, he sees the crowd part to reveal two spits suspended over the fire: a skewered deer carcass slowly being spun over one, and the other, to his terror, unoccupied…

Seconds tick by as he runs through several options in his head. Once again, out of instinct, habit and nervousness, he looks to his phone and a single bar of service appears! Before he loses the connection, he shoots an SMS to Textappeal. “Stuck on Lvl -10,000. Pls help!” He eyes the animal-skin-clad group warily as a reply from Yuliya comes through. “On my way! Don’t say anything or make eye contact!”

An excruciatingly silent few minutes pass by until, out of the bushes, his Account Director appears. “So sorry about this,” she says, brushing a few stray twigs out of her hair. “We really need to get that lift fixed! Anyway, let’s get started.” She pulls an iPad out of her bag and begins scanning and swiping away at the screen. Just as he’s about to kindly protest that time is of the essence, her face brightens. “Aha!” Yuliya exclaims. “What we need here is a classic ‘Deus Ex Machina’ solution!”

Before the marketer can protest, she thrusts the iPad into his arms. A video is playing from his latest campaign. “Hold it up with two arms!” she commands. “This society is primarily animistic, and they will revere the light from the screen as well as from the video as being a deistic presence.”

homer simpson holdin a tablet and simulating different faces

Bathed in the glow of the screen, the group kneels in the collective presence of his brand video – a slideshow that highlights this season’s latest rack-ready fashion designs – playing on the screen. “It’s working!” he exclaims. The sartorial collection enthralls the group, as they sit cross-legged and murmur to themselves. While they tug on their own animal-skin coverings, they point to the screen in awe. When the video concludes, the tall, imposing member of the group with the flint knife approaches David Brand and his colleague. With the tip of his blade, the man points to the screen, then to his own rags, then to the marketer, and shrugs.

David and Yuliya face each other and exchange knowing smiles. By bridging this communication gap, they have stumbled upon a whole new world of potential early adopters who are clearly displeased with their own style, but are taking to the designs on the screen. He flips the iPad around and punches a quick message to his CEO. “Found an entirely new market with the help of Textappeal. Can you do a late-night briefing?”

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Jason barrett social talent global social media podcast

Masters and Mavericks in Global Marketing: Episode 2 with Jason Barrett

  |   News

For our second Masters & Mavericks podcast Elliot sat down with Jason Barrett, a social media influencer and strategist, who is the Founder and CEO of Social Talent. Jason explains how brands can connect with audiences in a more authentic manner than through a traditional campaign.

Jason Barrett is a social media influencer and strategist and is the founder and CEO of Social Talent. After almost a decade spent as a business developer in publishing, he entered the social media space in 2006 as a consultant. He joined McCann Worldgroup in 2009 and was later named Head of Digital and Creative Technology at McCann London. Jason has provided expertise on digital and social media to countless brands, connecting influencer talent to some of the world’s most visible brands.

How do you make friends and influence people if you’re a global brand in 2016? That’s just one of the big questions that Jason Barrett and his team at Social Talent tackle when it comes to overcoming social media challenges. In the latest instalment of Masters and Mavericks, Elliot sat down with Jason to discuss why ‘influencer marketing’ is of such importance in social media today

To understand what influencer marketing is, Jason took us back to 2001 when he first became involved in the social space. In that nascent stage of the internet, most conversations around brands existed in either forums or chatrooms. Jason was in publishing and posed this question to himself: “How can we generate conversations around what we are creating, and how would this help us figure out what people wanted?

Fascinated with the potential of social media and the psychology behind captivating people with content, Jason helps connect brands with established influencers – talent with expertise in a range of fields such as travel, cooking or sports and who have built organic audiences around their own content. By leveraging influencers, Jason explains how brands can connect with audiences in a manner that is more authentic than through a traditional campaign.

Listen in as Jason explains how brands can rely on content creators to help them engage both global and hyperlocal audiences. Influencers, because of their closeness to a given culture, are more attuned to the kind of content that their audience digests and, in turn, can create stories that are more authentic in nature.

Listen to our first podcast with Pernod Ricard’s Åsa Caap talking about intrapreneurship, which aired last month, and be on the lookout for the next instalment of Masters and Mavericks due in mid-April with Steph Hamill, Creative Director at Havas Helia. Also, check out an interview with Elliot on TrinityP3 on what transcreation is and why it is important in global social media branding.

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