A brief key to transcreation

Transcreation is much talked about but rarely delivered in a form suitable for the end user. Many assumptions are made about what is involved, often based purely on the term itself. In addition, coverage at conferences and in translation periodicals tends to focus on the micro level (straplines and sentences), but does not address macro issues, from as what should guide cross-cultural branding and strategic decisions to the value of the work to the client. This practical talk aims to redress the balance and guide current andaspiring practitioners.