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If your organization is looking to adapt and target your reach, branding, marketing, and advertising for new projects and markets, el Andar’s multicultural marketing solutions can help ensure maximum impact for your hard work.
Significant time and energy goes into producing your source-language copy and creative — make sure you don’t shortchange your community and communication efforts by settling for just any translation or marketing effort.
Through the use of expert copywriting and marketing linguists, and the implementation of technology tools to help streamline processes, el Andar creates efficiencies across the entire campaign lifecycle.
We take the time to select every element of a campaign — the finest details that often make the difference between success and failure. When ethnic communities and markets are involved, cultural nuances can be too numerous to track, and the full creative process needs to be replicated in each market. el Andar’s cultural consultants possess and gather current, reliable, and insightful information about your concepts, your target community, and how to best adapt copy and creative concepts to produce the desired result. With el Andar working for you, your executive and strategic teams will have the necessary information to make intelligent business and marketing decisions.
Copy adaptation and transcreation
The standard translation process aims to produce final text that matches the source language as closely as possible without changing the meaning. When advertising copy or other marketing language is involved, the priority shifts to maintaining the concepts, meaning, and significance of the source message, regardless what text changes are required.
Taglines, headlines, and other creative marketing copy are often based on culturally dependent elements including idioms, puns, word play, insinuation, subtext, or rhymes in the source language. If translated directly into another language, these elements may not make sense, or worse, can be potentially offensive.
el Andar’s transcreation and copy adaptation services are led by an experienced project manager who works with a team of several linguists — each with a background in advertising, marketing or the relevant subject area — to develop the most appropriate creative solution for the target markets.
This is a collaborative process between el Andar and the client. We will present the client with several options, each with a back translation and detailed explanation of why specific words or phrases were chosen and what impact those choices will have in the target culture. Together, we’ll determine the final language that will best resonate with the target audience.
Image consultation and development
A picture can communicate a thousand words, and when that picture is outside your home market, trust el Andar to be sure you’re conveying your intended message. el Andar’s cultural consultants take great care in choosing the perfect images for your multilingual campaigns and collateral. Whether using original or stock photography, digital art, charts, diagrams, or other graphic elements, ensuring the proper subjects, models, and colors can mean the difference between success and failure.
Any organization’s most valuable asset is its brand. Properly managed, a brand evokes a certain set of thoughts, impressions, emotions, and assumptions about your product or service that can lead to sales, notoriety, engagement, and loyalty. Brand perceptions vary from market to market, and el Andar approaches each target country, region, or audience as an independent brand study. With more than 25 years of expertise helping organizations of all sizes and statures manage their brand reputation across global markets, el Andar has a proven record of delivering results. Whether your brand is established and conservative, growing and edgy, or somewhere in between, el Andar can assemble the proper global brand management resources to ensure your image is properly conveyed in every market.
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