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Transcreation in Action: TripleInk Produces Hispanic Ad Campaigns for Payless ShoeSource

Moncur Consulting LLC

Monday, 1 August, 2011

For the past four years, TripleInk parent company, Martin│Williams Advertising, has been creating exciting campaigns for Payless that have set the brand apart from the gaggle of other affordable fashion advertisers. For the past four months, TripleInk has transcreated the Payless TV and radio campaigns for the U.S. Hispanic market.


“By working closely with the Martin│Williams creative team, we are able to approach the general market and the Hispanic market in a more holistic way,” says Sandra Gengler, Director of Client Services at TripleInk and account supervisor for Payless. “Yet, our transcreations are sensitive to the cultural preferences of their Latina audiences in the United States and Puerto Rico. We have the ability to develop in-language messages that really appeal to Spanish-speaking Payless customers.”


TripleInk handles Spanish TV and radio as well as some in-store advertising for Payless ShoeSource.


For samples of our work, visit www.tripleink.com.