Rivas: Hoy en día las marcas tienen que ser tanto globales como locales
Dieste’s Senior Copywriter, Leirum Rivas, revealed in a weekly publication of her agency the keys to adapt creativity to Spanish. Her first advice is to accept that it is ok to translate, but not from Google. “To get people’s attention when you adapt creativity and advertising in Spanish you must start by the most basic thing: language. By language I refer to using cultural nuances, local expressions and knowing that a simple word can have a different meaning from one Latin American country to another. When language is used appropriately, the challenge becomes cultural relevance” she explained.According to Rivas it is important to learn from those who do it best. For the creative, Disney is a great chameleon when it comes to adapting creative work in each country and culture. “Today, brands have to be both global and local. This is one of the great secrets of creativity and effective adaptation. It starts by using human behaviors and insights as a strategic foundation and then enriching them with the local context” she suggested.”There are many formulas to make a good adaptation, but the most important is to be a good cultural listener. An expert that is all ears does research on all the peculiarities of the culture: its thoughts, values, language, customs, etc. to develop a truly strategic and relevant transformation of the content” ended Rivas.
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