Publicis Communications is acquiring Translate Plus, a translation and transcreation company, as it attempts to become the largest language services partner for global brands. Terms of the deal were not disclosed.
Transcreation refers to the process of adapting brand messages from one language or culture to another effectively so that meanings or tone aren’t lost in translation. An increasing part of client activity consists in localizing messaging and campaign material across markets.
Translate Plus counts over 130 employees across 10 international offices in London, the Netherlands, Germany, Denmark, Sweden, Italy, Bulgaria, Washington DC, China and Japan. The company, which was founded in 2008, will be integrated into Prodigious, Publicis' cross-media production platform. This hub brings together specialist production expertise in print, video and digital, and now translation, to deliver campaign and marketing assets and content.