Transcreating for Marketing

We all need Marketing. Marketing activities are one of the main revenue generators for companies, no matter if you are a Fortune 500 company or an SME.

A good marketing campaign does not come from a genie lamp, it needs to:

  • Generate awareness
  • Generate interest
  • Guide prospects towards your product
  • Make you the best option for the client
  • Generate the intent to buy from you
  • Assess the value of your service
  • Close sales

In order to achieve the best marketing campaign, most companies invest between 4 and 8% of their gross revenue in activities like website, blog, advertising, branding, events, etc. However, very few realize the value translation has in their marketing campaigns. Given the complexity of translating marketing material, the term TRANSCREATION was coined for this field of specialty.

In marketing campaigns, a company will invest a considerable amount of money to think and rethink about the way to express their message so as to make people believe in it, to make the product appealing, to intrigue the client, to seduce them and convince them to buy. When a company decides to translate this message for a new market into a new language and culture, they won’t rub the lamp to summon a Genie, they need translators who translate and create (transcreate) a new text that effectively adjusts to the new culture.

Let’s take the example of a few slogans. How much could it cost to translate 5 to 8 words of a slogan? Well, that will depend on how much the company invested in the campaign to create it! Let’s look at the difference between translation and transcreation:


English Translation Official Transcreated Slogan in Spanish
I’m lovin´ it Amo esto Me encanta

In this slogan, we can see the difference between a translation that is nothing but correct and a transcreation, which in addition to conveying the correct meaning creates in the audience the same feeling of enjoying the one of the most famous hamburgers. The translator conveys with this phrase just how a Spanish speaker would express and feel.

Another brand known for great marketing campaigns is Coca Cola. It has a great history of slogans, let’s take the last one:

English Translation Official Transcreated Slogan in Spanish (Argentina)
Taste the feeling Saborea el sentimiento

Prueba el sentiemiento
(by Google)

Sentí el sabor

The transcreation of their slogan is really good! The translation falls short in appealing to consumer’s experience of joy when drinking the soda, while the transcreated slogan makes the slogan shorter (4 syllables vs 9 syllables) which makes it more effective, creates a greater impact, and hooks in consumers’ minds.

Just like a company invests huge amounts of money in a whole team of creative minds to design an effective and appealing campaign, it is essential to understand that translation and transcreation are part of this investment; otherwise a marketing campaign may not work just as expected in a different culture. By hiring culturally sensitive and professional transcreators like the ones we have at Baquero Translations, you will end up in savings costs and peaking sales. We can grant you 3 wishes: quality, price, and professionalism.

By: Juan Andrés Baquero

Law – A Translator’s Wonderland

Jumping into the rabbit hole of legal texts can make translators feel like Alice in Wonderland.

Court decisions, Sales Agreements, Divorce Decrees, Affidavits, Promissory Notes, Lease Agreements, M&As, they all are inherently tricky and sometimes hard to understand even for attorneys. This is mainly due to legal terms, intertwined structures and what is known as legalese.

Legalese is like the Red Queen in the land of law, being one of the major obstacles for intelligibility. Its soldiers are verbosity, archaic words, and madly long and complex sentences.

Some examples of these soldiers are the following:

Verbosity: “Client may terminate the Agreement if control of Service Provider is to be transferred (wh

ether directly or indirectly, or in a single transaction or series of related transactions), or all or substantially all of the assets or business of Service Provider are to be acquired by any organization.…” This sentence can actually be expressed in a simpler way “Client may terminate the Agreement if Material change to ownership of Service Provider is imminent.”

Archaisms/Latinisms: “the party meets its burden of making a prima facie case that a contract existed” – instead of using “on a general/preliminary basis”.

Long sentences:Mary Dowe, who is hereinafter referred as the “Client”, needed a Spanish translation, which is hereinafter referred to as the “Service”, and wrote to Baquero Translations, which is hereinafter referred to as the “Translation Provider”, and the Translation Provider told the Client that they will fulfill the Service by the expiration of one (1) day, provided that (i) the agreed payment is carried out by the Client, and if the Client needed DTP services, which is hereinafter referred as “Design Services”, the Translation Provider commit itself to complete fulfillment of the Design Services by the expiration of the same duration, which is one (1) day, in the sole and unfettered discretion of the Translation Provider to complete the satisfaction of the Client.” – Its plain form would be “Mary Dowe needed a Spanish translation and wrote to Baquero Translations. BT told her that they will translate it and have it for the next day in exchange of the agreed payment. If she needed DTP services, they could provide it within the same day”

Even though many people are now trying to overthrow this Red queen, legal jargon is in the realm of law texts. Its reign started many centuries ago; thus, law reference material—the majority being old— is populated with legalese. Furthermore, universities use these documents, which made them a great input of legalese to the “lawyers-to-be” during the whole course of studies.

As with most texts, a professional translator should first drink the potion to plunge into this new world and unveil the meaning and intention behind each of these intricate legal statements. They need to convert all the “above mentioned” into plain language; and then, create a new text in the target language being as accurate, as unambiguous, or as intentionally vague as the original author intended it to be, with exactly the same verbosity and solemn style as the original. This is a mad tea party, from which only trained and experienced translators can return.

Having extensive experience in legal translations and subject matter expert translators, editors, and reviewers, BT’s team is as mad as a hatter and as brave as Alice to help you overcome this challenge.

By: Andrea Chetti

Adaptation, the Goose of Golden Eggs

Miami has become one of the greatest financial hubs in the US, second to only New York banking center. Florida’s banking has flourished in the last years, but what is their goose of golden eggs? How have the financial services of the sunshine state thrived?

In a word, the answer is adaptation. This does not refer to natural selection, but to opening to new markets –the Hispanic.

According to the data from the US Census, about 18% of the U.S. population, which is approximately 58.9 million, corresponds to Hispanics. Miami’s financial institutions have seen the opportunity and adapted their services and products to reach Latin American consumers. The purchasing power of this growing population plays a key role in Miami’s economy; actually, Florida’s Latin households generate $6.7 billion in buying power.

As a response to the Latin population growth both at the Southern borders and in the whole country, most banking and financial institutions have adjusted their offer to the needs of Hispanic clients. The first step they took was to bring Spanish directly into their institutions by staffing with Spanish speaking employees, internationalizing and localizing their product offerings, and culturally adjusting them to these new communities.

When Spanish-speakers come into institutions like Bank of America, Citibank, Wells Fargo or any other important financial institution in Florida, an assistant will greet them and ask them the reason of their visit. If the assistant knows they speak Spanish, he/she will immediately switch the language, which can evoke different emotions in clients, such as the following:

  • Feeling the institution cares about them.
  • Feeling safe in an environment that can be quite hostile.
  • Feeling assured that they will more easily understand the financial jargon.
  • Feeling confident enough to make questions.
  • Feeling at home.

Having a clear communication strategy is a key factor to succeed in business. Opening your market to new languages does not necessarily entail exporting products or services but adjusting to the new local market. It is of paramount importance that financial institutions generate trust and security to all their clients, including the Spanish speakers. A wise investment in translation is essential to achieve it. Baquero Translation is eager to help you reach Hispanic consumers by providing its top-notch translation services.


By: Andrea Chetti

FIFA Hears Women Roar!

Many well-known newspapers, such as The New Yorker, The Guardian, El País, and La Nación are posting articles about FIFA Women’s World Cup with information about each football match, details of the French cities hosting this event, different female football players’ opinion, among others. This cup has become so widely known that even Google has been dedicating doodles to the Women’s World Cup, one for each day.

The increase of media coverage of an event historically related to men, speaks about the great steps women have made towards equality. Recently, the first professional women’s league was established by the Argentine Football Association (AFA). This newly-created league will support 16 female football teams for the first time. The support means providing a place of work, i.e. appropriate facilities, and basic elements needed for training, and ensuring that, at least, 8 players have a professional contract. It is no coincidence that this success was achieved after two major events were made public: Macarena Sanchez’s claim and the national football team’s complaint. The former refers to a demand from a football player to be recognized as a worker, which led to her expulsion from the team. This event reached a large audience thanks to the posts of many newspapers, and likes and shares on social media- it even became a trending topic on Twitter. The latter has to do with a popular photo showing the national team players posing with their hands behind their ears. Argentine players made this gesture in a sign of protest for not being heard –they had claimed to have their basic needs met, such as appropriate pitches, clothing, and travel allowance with no success. The picture circulated and echoed loudly.


Unlike other industries or sports fields, the translation industry is an industry where women have always had a strong and world-wide-heard voice. At BT, we support diversity in all its forms and are happy to work in a gender-equal environment.

By: Andrea Chetti