Seattle City Wire

The Actors Group is launching two new production divisions as it continues to reinvent the operation.

The group created an Español division led by native Spanish speakers and focused on offering services tailored for Spanish language production, including translation and transcreation, the organization said in a release.

"For years, I've thought the production community would benefit greatly from a full-blown production and transcreation house," Jamie Lopez, The Actor's Group president, said in the release. "It took some time to find the right person to head up this part of the agency, but we've found that person in Zuleika Deciga. She is a seasoned marketing and communications expert and talented voice actor with decades of transcreation and translation experience. She and her team source talent from across the nation and around the world."

Transcreation is a service similar to translation, which gives writers the freedom to introduce cultural knowledge to create content that connects with local audiences while still maintaining the original work's tone and intent.

"I'm thrilled about this new opportunity with The Actors Group," Deciga said. "We are experiencing unprecedented social change and awareness right now. Latinos want to be seen and represented properly. Thus far, the bulk of advertising and marketing has been directed by people who don't necessarily know the cultures they are representing. We're bringing something different to the table, which is to really listen to the Latino population and effectively and accurately represent them."

In late 2020, The Actors Group launched an influencer division focusing on delivering content from recognized local area influencers, including online streamers, casters, and Twitch hosts. The Northwest Influencers division will focus primarily on providing content from influencers local to the Pacific Northwest area.

"Because we're always paying attention to the marketplace, we recognized two underserved areas," Lopez said. "We're excited to offer these new services to the Pacific Northwest Production Community."