Latest from the blog

Posted on7 September 2021

Marketing Translation and Transcreation

Marketing Translation and Transcreation -Atlas - Translations Agency - Certified Translation

Successful marketing campaigns are an essential part of many business models. We can all recall an advert or promotion that stuck around in our head forever! If you’re looking to expand your business to engage with audiences in new languages and cultures, marketing translation is sure to be an important piece of the puzzle.

Marketing in the modern world

The huge benefits of exciting and effective marketing make it a key strategy for businesses all over the world. Plenty of time, effort, and resources go into creating marketing schemes that aim to impress and persuade potential customers.

However, what works in one part of the world may not translate as easily to another area. Cultural differences can lead to some embarrassing marketing gaffes when left ignored. So, how can you avoid these awkward missteps? Well, that’s where we at Atlas can help!

The power of transcreation

When we translate a brand from one language and culture to another, it’s never as simple as looking up each phrase in a bilingual dictionary. This is where transcreation comes in – using the original material from one language to create an equivalent that makes sense for a new audience.

Transcreation maintains the style and meaning of your message while making sure that the new branding speaks to the target audience. As a certified translation agency, we can ensure that every part of your marketing campaign and brand is persuasive to your new audience.

Tricky translations

When it comes to marketing, skipping steps in the translation process can have awkward consequences! There are countless stories of brands failing to properly contend with the challenges of translation. For example, in 2009 the multinational bank HSBC had to embark on an embarrassing (and costly!) revamp when their English-language slogan “Assume Nothing” was wrongly translated as “Do Nothing” in many countries.

It’s not just words that can trip up multicultural marketing, either. Numbers, images, and even photographs can have vastly different interpretations in different places. In many English-speaking countries, we’re used to seeing the number 13 skipped over for hotel rooms or plane rows. In Japan, however, it’s the number 9 that is seen as unlucky, due to a similar pronunciation as the Japanese word for ‘suffering’.

Translating the right way

Many of these small cultural differences won’t be picked up on by a free online translation service or a bilingual dictionary. With a professional translation agency such as Atlas, you’ll be working with an experienced team of translators operating in their native tongue. Our project managers use their knowledge of the language and culture to ensure a successful transcreation of your brand.

We offer a wide range of transcreation services, with a full brand and marketing message audit available to ensure your brand makes an effective first impression with your new audience. To find out more about the services we offer and how we can help you, don’t hesitate to get in touch with us today!

Click here for an approximate costing from our price calculator, or here to send us an enquiry.

If you’d rather have a casual chat about upcoming projects, give us a call on 01727 812725 or talk to us in the livechat!

ATC – Full membership of the ATC (Association of Translation Companies).

CIEP – Corporate membership of the CIEP (Chartered Institute of Editing and Proofreading) since 1993.

Corporate membership of the ITI (Institute of Translation and Interpreting) since 1994. Corporate Member of the Year 2021.

ISO 17100 – ISO 17100:2017 for Translation Services (since this standard began, in 2008, externally audited annually).

ISO 9001 – BS EN ISO 9001:2015 (certified since 2003, externally audited annually).

Living wage employer – As a living wage employer, we believe our staff deserve a wage which meets every day needs.

Mindful employer

Mindful employer – We are a mindful employer, working toward achieving better mental health at work.


Disability confident committed – We are Disability Confident Committed, ensuring our recruitment, communications and support are inclusive and accessible.

4-day week

4-day week employer since 2019


Good Business Charter Member since 2022

The Slator Language Service Provider Index (LSPI) is a ranking and an index of the world’s largest translation, localization, interpreting, and language technology companies.


The Patient Information Forum promotes access to trusted and high-quality health information for the public and healthcare professionals.

Federation of Small Businesses and the Self-Employed

Member of the Federation of Small Businesses and the Self-Employed

Prompt Payment Code

Signatory of the Prompt Payment Code since 2023.

Accredited with the Fair Tax Foundation since February 2024