Transcreation: Building a Global Brand
Meritxell Guitart & Miguel Martinez
Tuesday, 26 March, 2013
This session will examine the merits of transcreation in interpreting and delivering a brand message appropriately and consistently for local markets and cultures. Using case studies from client projects, the presentation will describe Hogarth’s transcreation process and analyze what it takes to successfully manage global brands and meet business objectives. The presenter will also explore how transcreation interfaces with translation.
Meritxell Guitart is President of the Americas division of Hogarth Worldwide, overseeing operations and new business development at its New York, Mexico City, and Bueno Aires regional hubs. Before holding this role Meritxell was Chief Client Officer for Hogarth Worldwide. A founding member of Hogarth, Meritxell developed its Transcreation Operation and was instrumental in the acquisition of several global client accounts including HP, Mattel, Rolex, Pfizer and Apple. During her tenure, Hogarth has distinguished itself as the world's leading transcreation company, enabling global advertisers to achieve significant savings by decoupling creative advertising from its implementation. The result for Hogarth's clients is improved productivity and brand consistency across their print, digital and broadcast advertisements regardless of language or market. Today Hogarth Worldwide has over 700 employees in hubs around the world. Meritxell is a graduate of the Sorbonne in Paris, where she received a Masters in Conference Interpreting. She is fluent in Spanish, English, French, Swedish, Catalan, and Italian and is a guest lecturer at many academic institutions including Cass Business School and Imperial College in London and Universitat Autonoma de Barcelona, Spain. Meritxell currently calls New York City home but enjoys extensive travel, skiing, and scuba.
Originally from Valencia, land of oranges and paella, Miguel is a charismatic leader at Hogarth London with a decade of project management experience in the language services industry. He has overseen the transcreation of high profile global advertising campaigns for some of the world's leading brands. He is a results and process-driven individual who strives to ensure operational efficiency whilst delivering the highest quality.
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