Transcreation: A Content Analysis of the

Globalization and Localization in IBMs

Global Advertising Campaigns
Annie Lautenbach
Media Arts and Entertainment Broadcast
Elon University
Abstract
This study explores global/international advertising and
specifically focuses on the process of transcreation of
advertisements. This is a new term in advertising that is
defined as how you adapt a message, while maintaining its
intent, style, tone and context, (Diaz, 2014). This research
explores the idea that international advertisements should
contain a combination of standardization (brand or logo) and
adaptation (language, visuals). This research focuses on how
culture and values play a role when advertising
internationally. This study explores two elements frequently
adapted in advertising: visual and language. This research
contains a content analysis of two global advertising
campaigns combined with a discussion with the Chief
Creative Marketing Director of the campaigns.
I. Introduction
In todays globalized world, businesses are becoming more
international. As a result, the need for international advertising and
global campaigns is increasing. International Advertising is a
commercial message to target audiences in more than one country,
(Craig and Douglas, 1). Marketers strive to create a universal brand
image, so that the products and the company itself are instantly
recognizable around the world. However, there are still major cultural
gaps and it is important to respect these differences when advertising
across cultures. The message and content of an advertisement might
work for one market but not another market. Ignoring these cultural
nuances could be detrimental to the success of an advertising
campaign. Therefore, advertisements must not be directly translated
for different countries but transcreated.

Transcreation is a new term used in International Advertising and

combines the words translation and creation. It is described as the
process of adapting a message from one language to another while
maintaining its original intent, style, tone and context (Diaz, 1). The
purpose of transcreation is to evoke similar emotions across cultures,
while ensuring the target audience understands the content. This helps
to create a universal global brand, and tailors advertisements to reach
specific target audiences. Transcreation is essential because it allows
campaigns to walk the fine line that ensures they are both fresh and
relevant locally, and at the same time consistent globally (Bradley et
al, 120).
The transcreator must not only know the source and target languages
and cultural backgrounds, but also knows the product being
advertised, (Baleman, 2010). It is key to be familiar with the creative
aspects of the advertisement in order to be successful while
transcreating. This will help the transcreator change the content of the
advertising, and remain loyal to the original intent or message.
According to Ortiz-Sotomayor the role of the transcreator is to
mediate between a Creative Leader and a target culture, (OrtizSotomayor, 11).
This study will explore the transcreation of advertisements through a
content analysis of two global advertising campaigns. Two elements
this study will examine are the adaptation of the language and the
visuals of advertisement across cultures.

II. Literary Review

This study will first explore academic theories on how to transcreate
advertisements, and then examine executional aspects of the
advertisements
that
must
be
considered
when
adapting
advertisements. Advertising professionals have debated the best
approach to international advertising since as early as the 1960s. Most
scholars agree that advertisements for a global campaign must
incorporate a level of globalization and localization. However, the
research reveals that there is no clear-cut method to use when
adapting an advertisement. Culture is a huge factor when adapting a
message, and this research shows how cultural differences create an
obstacle for international advertising. The next section will describe
two executional elements: visual and languages and how they must be
adapted to be cohesive with the values or attitudes of a culture.
A. Arguments/Theories on how to Transcreate
1. Standardization v. Adaptation Debate

The Standardization versus Adaptation debate has been discussed over

the last 50 years. Many scholars and advertising experts disagree on
the extent of standardization or adaptation when advertising across
multiple cultures. Some argue advertisements should be more
universal across cultures, while others believe advertisements should
be more modified.
Scholars that support more standardization believe the increase of
globalization allows marketers to be more consistent when advertising
across cultures. They argue that people are becoming more similar;
therefore consumers needs, wants and requirements do not vary
across various markets and countries (Thrassou and Vrontis 2008, 8).
This method has many advantages. For example, the company creates
strong global image and produces relationships across global markets.
It is also more cost efficient, which is appealing to marketers. However,
the marketer assumes that the consumers will respond and perceive
the message the same way across cultures when using this approach.
Most experts agree consumers vary in cultures, attitudes, customs,
needs, and many other aspects. Therefore, advertisements cannot be
standardized entirely across cultures.
Marketers that support more adaptation theory argue that
advertisements need to be adjusted when entering new cultures.
Supporters insist adaptation is necessary to connect with people
throughout diverse cultures. It is essential to adapt a marketing
strategy including how they sell, distribute it, in order to fit new
market demands, (Thrassau and Vontris, 8). This ensures
advertisements display cultural relevance, which is key for success.
However, this might cause difficulties for a global brand to maintain a
universal brand image, which would be disadvantageous.
Most scholars today agree that adaptation and standardization cannot
be used exclusively when advertising internationally. Global marketing
campaigns should contain a combination. According to Douglas and
Craig (2002) marketers should create a global umbrella with local
country or product-specific advertising. Many studies show that the
majority of companies integrate both approaches. This helps to create
a global image of the company or brand image, and integrates the
values and cultures in local markets.
The question marketers debate today is what should be adapted or
standardized and to what extent. Most of the time there isnt a clear
set of guidelines when transcreating. As a result the standardization
and adaptation of an advertisement are situational.
2. Globalization v. Localization

It is relatively universally accepted among marketing experts that

advertisements in global campaigns should contain aspects of both
globalization and localization. Advertisers want to create a universal
brand image, but also make sure the advertisements will be relevant in
foreign markets. Therefore, advertisements should be transcreated, so
the message is adapted for different countries but the original intent of
the advertisement remains the same. In order to grasp what should be
globalized and what should be localized, it is important to understand
the reasons behind globalization or localization.
Why is Globalization important in International Advertising Campaigns?
It is essential to create a universal and strong brand image worldwide
in global campaigns. A global brand is defined as one that is available
in most countries, has a substantial market share and comparable
brand loyalty (Sulaini, 18). Marketers strive to create a brand that is
instantaneously recognized on a global scale. Marketers want people to
be able travel to a different country and instantly recognize a brand or
product, even if they dont understand the language. Therefore,
transcreation should be a centralized process, and the advertisements
must be partially standardized. According to Sulaini advertising should
have the same concept and strategies worldwide, and uses the same
logo or brand name, (Sulaini, 18). The audience must know who is
sending the advertising message. By creating a central logo or brand
name helps audiences to easily recognize the company who created
this advertisement.
In order to truly succeed on a global scale, today a brand wishing to
retain strength and credibility at a global level must be able to
communicate universally recognized core values at the same time as it
adds a local spin in each target market, (Ortiz-Sotomayor, 12). These
global advertisements must compete with local advertisements,
therefore some level of localization is important.
Why is localization important in International Advertising?
International advertisements must be localized to remain cohesive with
the local environment and truly reach the target audience. It is
accepted that audiences are more likely to respond, if they feel that
the advertisement is speaking directly to them. Mooij (1998) notes the
purpose of advertising is to connect the target audience with a brand,
advertisements must reflect a culture. Most scholars agree that culture
plays a substantial role when deciding what to adapt. Vontris and
Thrassau found that the number one reason UK multinational
companies adapt is culture.

Some cultural aspects are obvious such as language, ethnicities,

fashion, mannerisms, body language, etc. However, advertising must
go even farther and consider the values, beliefs and customs of a
society. High context cultures such as Japan and China value hard
work, harmony, dependence, and tradition. Low context cultures such
as America value independence, innovativeness, equal opportunity,
and change (Mooij, 89-90). It is important to understand these values
so no one is offended. It would be detrimental if an advertisement
contradicted the attitudes or customs of a culture.
These cultural values influence the way people think and perceive
communication messages. Mooij notes that successful advertising
exposes, the way people think, what moves them, how they relate to
each other, etc (Mooij, 46). It is important to understand the way
audiences will process information. In high context cultures the people
are more visual and respond to images and emotions. In low context
cultures people respond more to verbal messages and facts that satisfy
needs. Therefore, Asian cultures prefer indirect communication and
symbolism and Americans prefer a direct, authoritative approach,
(Mooij, 91). Marketers must understand how a culture communicates to
successfully communicate a message.
Although culture is one of the main factors when localizing the content
of an advertisement, it is not limited to culture. There are legal rules
advertisements must follow. There can also be diverse perceptions of
the brand, and some markets are not as familiar with the brand.
Advertisements must consider these factors.
3. Strategy v. Execution
Many marketing professionals agree the best approach is to create a
universal strategy and modify the executional elements. In this study,
the strategy is defined as the principle that guides the way the
message is designed or what is said (Jiang and Wei 2005, 839). The
execution is the visuals and languages used to carry out this global
strategy or how it is said (Jiang and Wei, 839). Academics note that an
idea can cross cultures, but visual and verbal aspects might not always
work across cultures. However, it is still important for marketers to
create an idea that can travel across diverse cultures when building a
brand.
Previous research reveals that many companies create a central
strategy while adapting the executional elements while advertising
multinationally. Jiang and Wei note several content analyses of TV
commercials in Asia, the U.S. and the U.K. found that creative strategy
was often standardized, execution was sometimes standardized, and
language and nationality of models was rarely standardized. Wait and

Jiang validate these findings after examining Nokia advertisements in

the US and China. They concluded that most creative strategies were
similar, while the execution showed significant differences.
This approach allows companies to create a cohesive and strong global
image of the brand, while remaining loyal to the local culture.
B. Executional Elements
Two executional elements many advertisers examine are the
adaptation of language and the visuals. This section explores the
elements of how, when and why the language and visuals of an
advertisement were adapted.
Language
Scholars agree that language is the most essential element to be
adapted in advertising. Language is different everywhere and most of
the time direct translation does not work. There are many reasons to
adapt the language. One of the most basic reasons is that a tagline
simply will not be as catchy in another language. A Swiffer campaign
changed its tagline in English When Siffers the one, consider it done
to Itallian La polvere non dura, perche Swiffer la cattura, (Dust
doesnt linger because Swiffer catches it, (Bradley et al, 2011), when
adapting it to Italy.
Another common reason to adapt the language is words have different
pronunciations and meanings across diverse languages. For example in
China, Coca-cola means bite the wax tadpole, so they changed the
pronunciation to kokou kolay, which means pleasure in the mouth,
(Bradley et al., 2011). Another example is Vicks cough drops would
not work in Germany. V is pronounced as an F and ficken is a crude
term for sex, (Bradley et al, 2011). In order to emphasize how
detrimental not adapting language can be, many scholars point to
Motorola Qs campaign. The slogan reads, if its important to you, its
important to your Q, (Bradley et al, 2011). The pronunciation of cul
in French has pornographic connotations, and refers to ones backside.
Even some words in cultures that with the same language have
different meanings. Hersheys made a chocolate bar called cajeta
elegancita. This worked in Mexico but in Argentina cajeta means
balls, so it is easy to imagine how they would respond.
However, advertisers must go deeper than the meanings and
pronunciations of words. Language must be adapted to fit the attitudes
and customs of a culture. For example, the McDonalds slogan was
changed from Im lovin it to I just like it in China, (Bradley et al,

2011). They take the word love more seriously, so this would not work
in their society. Another example is the slogan for the Intel Campaign
Sponsors of Tomorrow was changed to In love with the Future. The
original would have meant that Brazilians would take this mean that
Intel had not fulfilled their promises. However, this new slogan
represents the fact that Brazil is becoming more technological and is
very passionate, (Bradley et al., 2011).
Visuals
Most advertisers agree that visuals are not as important to be adapted,
but sometimes it is essential. Colors have different meanings in various
countries around the world. In the West white has positive connotations
and represent peace or weddings. However, in Asia, white represents
funerals. In the west red represents past, and in India it means purity,
(Bradley et al, 20110).
The people represented also reflect culture. In the US, people in
advertisements represent diverse ethnicities and genders including
white, black Asian, Hispanic, etc. However, in Eastern Europe there is
not as much diversity, and advertisements mostly contain Caucasians,
Bradley et al., 2011). Advertisement often represent local backgrounds
or people to make them feel that they are really speaking to them.
According to Sulaini using local talent and recognizable in- country
locales, as well as appropriate cultural settings, are all important,
(Sulaini, 19).
Visual aspects also need to consider the values of a culture. It is
essential to make sure the visuals do not offend or cause the target
audience to misinterpret the meaning. Proctor and Gambles soap
commercial featured a man going into the bathroom while his wife was
showering. However, in Japan this portrayal of women was considered
offensive, and would be insulted, (Bradley et al, 2011). Another
example is the Drakkar Noir campaign in Saudi Arabia. The
advertisement depicts a woman grabbing a mans arm, however in
Saudi Arabia the woman would be considered too aggressive. This
would not be a desirable depiction of women in Saudi Arabia therefore
the visual was adapted so she lightly strokes his hand. These examples
show that the visual elements can damage a whole message, if cultural
differences are not taken into account.
III. Methods
This research contains a content analysis of two global advertising
campaigns conducted by IBM: Solutions for a Small Planet and EBusiness. The purpose was to examine the way transcreation was used
in these campaigns. This method included a personal interview with

IBMs Senior Marketing Chief, Abby Khonstamm, at the time of these

campaigns. Outside research was conducted to gain background
information of the campaign as well as examine the commercials and
advertising used.
The aim was to explore how the languages and visuals were varied to
match the values and cultures of specific countries. However, it was a
relatively open discussion in order to explore the transcreation process
in international advertising as a whole. The primary purpose of this
method was to gain insight from an expert about how to create a
successful global campaign.
A secondary purpose of this research was to find out if advertising
experts used the term transcreation. Although, adapting messages to
fit cultures has been practiced for years, transcreation is a new term.
This research sought to find out if professionals were using this term.
RQ 1: What is the process of transcreating a message?
RQ 2: How are language and visual elements adapted or
standardized in a global campaign to reflect local cultures?
RQ 3: Have you heard of the term transcreation?
Campaigns
Solutions for a Small Planet (1995) and E-Business (1997) were two
global campaigns used to design a cohesive and strong global image.
Previously, IBM did not have a uniform brand image and advertising
was highly decentralized. IBM brought in expert, Abby Kohnstamm and
created a more centralized process by appointing Ogilvy Worldwide as
their only advertising agency. Both of these campaigns sought to
promote IBMs services to businesses worldwide. IBM wanted to
establish the idea that businesses around the world needed their
services.
1. Solutions for a Small Planet
The goal of this campaign was to show that IBM hardware, software,
and services could solve business problems and reduce inventory. This
marketing plan was based on research to understand how customers
and potential customers viewed IBM. The research indicated that small
and medium sized businesses worldwide thought positively of IBM, but
believed IBM only served fortune 500 companies. It also exposed that
consumers responded best when IBM communicated how to use
information technology to solve problems, (Elliott, 1997). So this
campaign was developed to show that IBMs information technology
could help provide solutions to anyone, anywhere.
The advertisements were introduced to 38 countries in Asia, Latin
America, and North America, (Elliott, 1997). This campaign included

one TV commercial spot called Subtitles featuring a sequence of

scenes with people from all over the world speaking in their local
languages. The commercial included subtitles to communicate what
they were saying to target audiences. IBM also created many other
commercials that contained themes from specific countries. These
advertisements ran in multiple countries, and allowed people to
connect with a specific culture. . The point was to show a variety of
people using IBMs products. This helped send the message that
everyone can use it. IBM allowed the country to have a say in which of
these commercials would be most relevant for their business.
2. E-Business
E-Business is another successful global advertising campaign, with
many sub-campaigns. The goal was to help customers see the benefits
of using the Internet for business. E-Business launched in the United
States in 1997 with TV commercials of black and white office dramas
that showed the confusion of how most people felt about the Internet
in this time period, (IBM E-Business). When this campaign extended to
other countries the commercials had to be adapted to other cultures.
IV. Findings
The Transcreation Process:
Kohnstam had not heard of the term transcreation, before learning
what my paper was about. However, the week we spoke she heard
agencies using the term in some of the meetings. Kohnstam says that
when international advertising the process of transcreation is used,
but it has never been defined before. In order to properly transcreate a
message, it is important to understand the country you are targeting.
According to Kohnstam, an advertisement is tested in every country to
make sure the target audience understands the message and it is not
offensive. If 20% of the respondents are offended or do not understand
then it might be necessary to re-edit or re-shoot the advertisement.
One of the main points Abby emphasizes is the necessity to
understand how a target audience consumes media. In Solutions for a
Small Planet TV was a critical medium. Another important aspect is
the laws implemented in some countries, France has many regulations.
However, Kohnstam notes that culture is a big factor to consider when
transcreating. In some countries outdoors works very well, some
countries are more urban than others. In some cultures such as the US,
featuring diverse people and ethnicities is important. In some cultures
diversity does not exist or is not important such as Asia and African
Americans. It is important that the advertisement is not offensive or
culturally out of sync.
Solutions for a Small Planet

Language:
IBM had many translational issues with the tagline solutions for a
small planet, and it came back as Solutions that make people
smaller. So in this case they decided to make it in English in every
country, even if the script is in the local language. However, the
exception was Argentina and Planet was changed to World to make
more sense.

This campaign was unique in the way that the same commercial
Subtitles was distributed worldwide with other commercials that
tailored to a specific culture. It did not require much adaptation, and
much of the localization was incorporated in the original market plan.
However, language was one of the only elements that they adapted.
The people in the TV Spot Subtitles spoke their local languages, but
the subtitles were adapted for foreign markets. However, when
translating these subtitles, advertisers could not always use a direct
translation. According to Kohnstam, many countries did not understand
English, which was unique to this campaign. In some countries they
could use English, but even then it was important to understand there
are different kinds of language. English is not the same in Australia or
Britain, and there are different words and spellings.
Since this global campaign contained messages in foreign languages,
the words used were simple and easy to understand. That way the
audience didnt have to work too hard to get the message. However,
some of the language represents the culture. The commercial that
featured monks in Japan the subtitles read IBM and Lotus in spiritual
harmony. This reflects the essence of Zen, which is present in many
aspects of Japanese culture. However, according to Kohnstam, not
much dialogue was needed.
Another aspect of the language, necessary to point out is the fact that
the people in these commercials were chosen because they spoke the
local language. Although, this language was not necessarily changed

across cultures, it is significant to point out that subjects were chosen

that could speak the language.
Visuals
Although, the images and the messages of the Subtitles commercial
were kept the same, the people and the backgrounds reflect a diversity
of cultures. According to Kohnstam, it was essential to look for a mix of
people, of different ages and professions to reflect the overall
message that the world was coming together as a result of the massive
connectivity provided by the Internet and intranets. The people were
chosen from the local country with backgrounds that reflect the local
country. This helped show that, like the people, a diversity of areas
where the Internet was changing everything.
The people and backgrounds featured in this commercial represented
the way people look in a particular culture. For instance, the two
African men were black and the younger African was in shown in what
looked like storage warehouse with bags of goods. This reflects that
Africa has a less industrialized economy.

The Europeans were white as well as the man from Iceland.

Additionally the man from Germany and the man from Iceland were
both blond. The German man (the picture on the right featured below)
was in his music shop, which reflects the large cultural emphasis
Germany places on music. The European woman was depicted in her
office with a computer on her desk, this exposes the more
industrialized economy represented in Europe (the picture on the left.)

The visuals featured in the other commercials in this advertising

campaign represented specific cultures. One TV Spot showed Japanese
Monks meditating outside in nature. According to Kohnstam, in Japan
most spots are 15 seconds, so monks helped Japanese people instantly
understand the message. These monks are wearing the orange robes
traditionally worn by monks. Another TV Spot showed an Argentinean
man and woman doing the Tango, while discussing Lotus Notes. The
tango is a huge cultural element in Argentina and it is instantaneous
recognizable. One TV commercial depicted Panama Business people
that were Asian, which represents the Chinese population present in
Panama. Additionally, these business people were walking in an urban
setting in a huge crowd of people. This represents Panama Citys high
density of population in urban areas.
Humor
An additional aspect that IBM examined in some markets was humor.
These commercials added an element of humor by showing,
juxtaposition between the people or situation and what was being
discussed, unexpected people in unexpected situations talking about
IBM offerings and solutions. Humor was an element of this campaign
that was hard to translate to foreign cultures. One commercial featured
nuns in the Czech Republic discussing IBMs new operating system.
This commercial was an example in this Campaign that could not be
used in some countries because they were deeply catholic. They would
be offended by the depiction of Nuns in a joking manner.
E-Business

Language:
In the e-business campaign, language was an essential element when
adapting the commercial to different languages. In one of the
commercials Chain Reaction is about the miscommunications and
unreliability of a supplier. In the US TV spot is a call between a retailer
and her wholesaler featuring a catchy rhyme. Retailer Where are my
socks, Wholesaler Down by the docks Retailer Ive checked every
box but theres no box full of socks. However, In Japan this
commercial could not translated because it did not rhyme in Japanese.

So the commercial was adapted to show the contrast between the

respectful behavior toward customers and the insensitivity when
dealing with the supplier. In the end, the business switches to another
supplier in Texas.
Visual
One of the sub-campaigns, e-culture, features print advertisements
with many visual aspects localized for different countries. These
advertisements represented local companies who had bought some
offering from IBM that made them an e-business. The advertisements
below features two Motorola advertisements in the United State on the
left and Germany on the left.

The visuals in these advertisements accurately depict the culture

represented. The American young woman is black, which reflects the
diversity in the US ethnicities. In the advertisement she is talking on
her cell phone, which in the United States is what the people think
about when they see the word chat. Also the way she is dressed is
similar to how Americans dress, she is wearing a sleeveless dress (or
shirt) that reveals her arms and chest, which might be considered to
promiscuous in some cultures. On the other hand, the visuals in the
German Advertisement are quite different. It is three white,
conservative women sitting at a table chatting. This is what the word
chat represents in Germany. The visuals in these two advertisements
show how the visual elements of an advertisement can be adapted to
remain cohesive with a culture.
In this campaign, featuring local companies was important. Abby noted
that there is a national pride and cultural differences and they tried to
reflect that in advertisements.

Some of the commercials or advertisements could not be used at all in

some cultures based on visual elements. For example Whizzy Websites
depicts two-business men (one young and one old). The younger man
is more into the flash logos featured in the advertisement, while the
older man is concerned with the business aspects. This spot did not
work where generational differences are sensitive, such as in Asian
cultures.
V. Discussion
These two global advertising campaigns conducted by IBM: Solutions
to a Small Planet and E-Culture reflect the ideas scholars have
previously stated. Both of these campaigns included global strategies,
while adapting executional elements. Global advertising strategies can
be effective in many contexts, even if aspects of execution must be
modified, (Ford et. al, 36).
Solutions to a Small Campaign was a unique example in the way that
the strategy was already adapted to stay relevant across all cultures.
IBM wanted to create a united image, and this helped achieve that.
However, localization was important in this campaign. The people,
languages and backgrounds chosen reflect the idea that culture is
represented in advertisements. The monks in Japan reflect how Zen
that permeates throughout all of Japanese culture. It also demonstrates
the idea that Asian cultures prefer indirect communication. EBusiness was more of a customary global campaign, where the
campaign was launched in the United States and needed to be
adapted to foreign markets.
Both of these campaigns contain advertisements that reflect the idea
that values can create obstacles for international advertising. Some
commercials that work for some countries might be offensive to
another culture. For example, Whizzy Websites in E-Business would
be offensive to cultures that hold a strong respect for older
generations. However, reflects that America is obsessed with the new
and the flashy. In Solutions for a Small Campaign the nun commercial
would not be considered humorous in some markets if they were very
catholic.
These two global campaigns also exposed the need to have a
centralized transcreation process in order to create a strong global
image. Solutions was the first campaign where IBM centralized their
marketing. These two campaigns, especially Subtitles helped to
create a universal brand image of IBM. The same commercial was used
across cultures, which made IBM and solutions for a small planet
instantaneously recognizable worldwide. The tagline and logo was

standardized across cultures, in both of these campaigns to create a

globalized image.
Another aspect of transcreating that Kohnstam emphasizes is how
media is consumed in a country. It is essential this is taken into
consideration when transcreating a message. This relates to Mooijs
claim that culture reflects how the target audience will respond to
communication processes. Both of these global campaigns attest to
the fact that there is no clear-cut method to use when transcreating an
advertisement. What should be adapted and what should be
standardized are situational.
Limitations
This study had a few limitations that should be explored in further
research. For one, these campaigns were developed 20 years ago in
the late 1990s. International Advertising has changed over the last 20
years, and what was important to focus on back then might not be
relevant currently. The media used is also completely different with the
rise of Internet technology. Media is processed differently, and this
would have substantial effects on the content. Further research should
examine a current global advertising campaign. This would help to
explore more specific details of transcreation that is more relevant to
society today.
Another limitation in this study is that IBM was already established as a
well-known company on a global scale. Transcreation would be an
entirely different process if the company were not recognized
internationally. The reason that IBM could afford to create more
standardization was this recognition. Further research should also
explore the transcreation of advertisements for companies that are not
so internationally established. Another limitation is this study did not
examine the sound or accents used in these commercials.
VI. Conclusion
Transcreation is a new term in international advertising, based on the
traditional idea that advertising should contain a combination of
adaptation and standardization. The term transcreation is not fully
known in the advertising business, however it is becoming more
popular. The world is becoming more globalized and as a result,
marketers are focusing on building global brands more than ever
before. As a result, it is incumbent upon advertising researchers to
study how advertising can most effectively play into building global
brands, (Ford et. al, 36).
Scholars agree it is important to create a global brand, but adapt
advertisements to remain locally relevant. One of the major reasons for
adaptation is cultural, although laws and regulations play a
contributing factor. These two global campaigns contain a combination
of standardization and adaptation. Two elements that were essential to

adapt are the language and the visuals. However, the slogan and logo
remained the same across cultures. The elements that should be
standardized or adapted are situational, and there is no correct process
to follow.
Transcreation is a new term in international advertising, to describe the
process of adapting messages across cultures. As our world becomes
more globalized, this process becomes more relevant and essential.

Acknowledgments

The author is grateful for Professor Don A. Grady at Elon University for
his guidance and mentoring over the past semester. This article could
not have been published without his motivation and inspiration. The
author is also grateful for Abby Kohnstamm, the Chief Marketing
Executive for IBM during these two global campaigns: Solutions for a
Small Planet and E-Business. Finally the author is grateful to her
father Marc Lautenbach for connecting her with Abby and filling in the
blanks of these two campaigns.

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