Marketing Transcreation: A Simulated Transcreation Project Based on M&M's Messages

This thesis explores the practice of transcreation applied to the field of marketing. The theoretical section traces the origins of transcreation and its fields of application, before turning to its dual dimensions as both a service and a strategy and its hybrid nature at the intersection of translation and copywriting. It then details the typical transcreation workflow and outlines the key Translation Studies frameworks relevant to transcreation. Finally, these concepts are put into practice through a simulated transcreation project based on "M&M'S Messages," a multichannel campaign built around a series of uniquely themed packages targeting younger generations, in which visuals, tones of voice, and localization all play a decisive role. Overall, the work demonstrates that transcreation is crucial in modern advertising, as it allows global brands to remain fresh and locally relevant while maintaining consistency across markets worldwide.