The Secret to Our (Truly) Full-Service Intercultural Advertising Agency: Language Services
January 29th, 2025

Typically, language services and advertising require two different businesses – an LSP (Language Service Provider) and an ad agency. In the event of translation needs in ad materials, clients must trust that the message they’ve grown passionate about will be appropriately conveyed by a third party. But what if the same place that held a brand’s advertising fate in their hands was an LSP?
The marriage of language services and full-service advertising is a seamless one for an intercultural ad agency (like us!). We’ve found that passing our hard work through hands we trust is paramount, with a roster of over 130 translators working in 85+ languages to suit our clients’ needs and make the work we do accessible.
“We have more control over the content and also the quality of the content because we are recruiting our own translators, and we know our translators,” says Shannon Perry, Director of Language Services at Mendoza Group.
“Transcreation is adapting a work creatively”
It also allows us to work in the realm of transcreation, not just translation. What is transcreation, you ask? In simple terms, “Transcreation is adapting a work creatively,” explains Diana Alemán, Creative Content Manager. “I’ve learned that in order to get a creative out there and done right, most of the time, it’s not in 100% literal translation.”
Things to consider in transcreation include idioms, wordplay, tone, and linguistic quirks. With the help of bilingual copywriters (like Diana), we’re able to sustain the meaning, vibe, and intent of creative materials involved in our clients’ campaigns, especially where nuance in language and cultural relevance & sensitivities are concerned.
Shannon explains, “One word could be translated several different ways in Spanish. What’s the most universal term? How is it going to be understood?” This all has to be considered in a successful transcreation.
“All of our documents are touched by a human”
Oh, and another thing: in order to ensure we’ve maintained the integrity of a document from language to language, our agency doesn’t rely on AI translation. Shannon notes, “We use different technologies to help, but we don’t do machine translation. All of our documents are touched by a human.”
Need language services? We’ve got you. Need advertising help from an intercultural agency? On it. Need both? Do we have news for you…