Do you want lost translations or truly transcreated copywriting?

Smart Communication represents proven know-how in intercultural advertising.

Our unique approach to international and global campaigns is based on genuine understanding of the requirements of the various target groups: the messages are not merely translations, but ’transcreations’ that are culturally fine-tuned and precisely adjusted to specific surroundings.

Needless to say, these varying intercultural requirements also have to be taken into account in the visualizations. We do all the planning in the target language of your choice. We rely on the experience and sensibilities of our multi-cultural native editors who also know the goal group. Of course, we do thorough checking of any less than positive cultural connotations of the content, whether verbal or visual. We call this very common sense approach ’intercultural.’

Smart Communication’s approach to international and global campaigns is based on true understanding of the requirements of the various target groups: the messages – both verbal and visual – are hence never merely translations. Rather these marketing-oriented and brand-building contents could be called independent transcreations that are culturally fine-tuned and precisely adjusted to specific surroundings. In the planning and research process potentially compromising connotations must be checked and the final choices made accordingly.

Oftentimes, in the overall creative solutions, irrespective of the media choice, a multitude of subtle intercultural requirements have to be taken into account. In our case the fact that many of our creatives have personal experience of living in various cultural surroundings makes this mental fine-tuning much easier. Our intercultural approach is therefore very much based on the strength of the personalities working in our network. These key relationships are all long-standing and proven.

They key for understanding the uniqueness of our approach and the success of our operations lies in our company history. Due to our proven capability to create effective, culturally fine-tuned copy in the three languages – Finnish, Swedish and English – it was a very natural process for more and more international accounts and intercultural projects to be trusted to our creative teams. They already had a solid professional experience in most of the platforms used in modern business communication: from brochure production to ad campaigns and from corporate videos to articles and press releases. The number of accounts quickly increased covering areas, such as the travel industry, high technology, consulting services, politics on a national level – and corporate image creation in general.

We could not help realizing that the traditional ad agency was clearly not ’our cup of tea,’ while the idea of networking was strongly emerging also in the Finnish advertising scene. There is no denying that the traditional ad agency is ’over-the-hill’, because it can seldom match either the intellectual nor the cost-efficiency of an ad hoc team of first-class senior professionals. Smart Communication’s network boasts agility, responsiveness and a horizontal organization without any gate keepers between the clients and the creatives.

Truly, with us you see what you get. Most of our clients appreciate this. How about you?