Words carry great importance in marketing. Creating a marketing text and convincing creative content is a painstaking and artisanal task. The choice of words used, their position and interaction determines the success or failure of a slogan, landing page, call to action or mission description. In the same way, storytelling is the Ariadne’s thread that brings the prospect to the heart of the product, service or company itself. When translating this type of content, we cannot lose any of the essential elements that make a good text an excellent text, nor can we maintain all the features specific to the original culture or target audience, since the resulting hybrid may not work on the new market. A simple translation is therefore not enough, which is why CMT also offers transcreation services.