Coffee & Content: Mother Tongue —The Art and Science of Transcreation

We chat with Chris Hodgson, managing director of Mother Tongue, about the art and science of transcreation — a term many information developers might not be familiar with — but should be. You will learn what transcreation is, when you might need it, and what skills are required to do it well. Hodgson will explain why transcreation requires skills beyond language and culture, such as the capacity to relate to the target audience, and to create content that establishes trust and motivates the audience to take action. Chris Hodgson is managing director of Mother Tongue, a global agency that specializes in the creative translation (transcreation) of advertising and marketing material – and beyond — covering all areas from TV and press, to digital, search, and social media. Coffee & Content is brought to you by The Content Wrangler and Heretto.