Create powerful content that has value in international markets. If global campaigns are part of your responsibility, then your activity can yield positive rewards, but it can also put the business at risk. To ensure the success of effective communication in international markets, it is important to validate the content displayed to the multilingual audiences. In short, the message must get through in the right way. This is done through transcreation, a process in which the message is adapted to the target audience. Take Spanish for example. Spanish is spoken differently in each country where it is used. Remember, it’s not what you say but, how you say it.

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