What Tower 28 does

Tower 28 is a global communications, localization, and transcreation agency headquartered in Los Angeles, operating as a privately held LLC with 11–50 employees. The firm positions itself as a "plug-in international team" for the world's most progressive brands, offering bespoke teams assembled from a curated network of 1,500+ in-market creatives, strategists, producers, and specialists across 90+ markets and 75+ languages. Its disclosed enterprise client roster spans 19 Fortune 500-class brands including Meta, Google, OpenAI, American Express, Uber, Amazon, Cisco, Shopify, DoorDash, Lululemon, Expedia, and Thermo Fisher Scientific.

The company's core technology is GAIL (Global Authenticity and Insights Layer), a proprietary AI-assisted transcreation and cultural intelligence platform that combines knowledge retrieval and natural language processing to support culturally resonant creative adaptation. GAIL operates in text modality and is positioned as amplifying rather than replacing human creative work. Tower 28 delivers its services through six integrated modules: Cultural & Human Insights, Global Ready Creative, Localization, Market Rollout, Global Strategy, and Consultation. The firm is led by co-founders Erin Emmerson (CEO, ex-Apple and TBWA\\Media Arts Lab background) and Kelsey Cross (President, ex-TBWA\\Media Arts Lab and P&G Global), supported by a senior bench including a Global Executive Creative Director, a Global Managing Director, and a Global Strategy Lead (former Edelman EVP).

Tower 28 monetizes through professional services revenue, with no publicly disclosed pricing. GTM motion is enterprise field sales—direct bespoke engagements with global brands and their agencies, rather than a transactional or self-serve channel. No external institutional funding, M&A, or public-company signals are present in the available data; ownership is concentrated with the co-founders. Pricing, deal sizes, revenue, and headcount trend are not disclosed, limiting quantitative diligence.

Name

Tower 28

Legal name

Tower 28, LLC

Website

https://tower28.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Tower 28 is a Los Angeles-based global communications, localization, and transcreation agency serving Fortune 500 brands. It pairs a proprietary AI platform (GAIL) with a 1,500+ member specialist network across 90+ markets to deliver culturally resonant creative adaptations for enterprise clients.

Ownership category

akta.pro rank

Product category

Localization and Transcreation Services

akta.pro primary industry

Offshore Development Center (ODC) / Dedicated Team Services (BPAEAMAL)

Keywords

• Global transcreation services
• Creative localization agency
• Cultural adaptation services
• International marketing services
• Global brand communications

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Transcreation and Localization Services: Professional services revenue from providing cultural insights, global creative adaptation, localization, market rollout, global strategy, and consultation services to global brands. Operates as a services agency with bespoke team assignments.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Tower 28 is a global communications, localization and transcreation agency that operates as a plug-in international team for brands expanding globally. It delivers end-to-end services spanning cultural insights, global-ready creative, localization, market rollout, global strategy, and consultation, supported by a 1,500+ network of in-market creatives, strategists, producers and human insights specialists across 90+ markets and 75+ languages, and by its proprietary AI-assisted platform GAIL.

Product overview

Tower 28 is a global communications, localization and transcreation agency operating as a unified platform with multiple service modules. The core offering is powered by GAIL (Global Authenticity and Insights Layer), a proprietary AI-assisted transcreation and cultural intelligence technology. The service portfolio comprises six integrated modules: Cultural & Human Insights, Global Ready Creative, Localization, Market Rollout, Global Strategy, and Consultation. These modules work together to provide end-to-end support for brands navigating global markets—from initial strategic planning through creative adaptation, localization, and market rollout. The platform is backed by a global talent network of 1,500+ in-market specialists across 90+ markets and 75+ languages.

Differentiator

Problem solved

Functional benefit

Brands

• GAIL: AI-assisted transcreation and cultural intelligence tool, built to amplify human potential. Stands for Global Authenticity and Insights Layer.

Products and services

• GAIL (Global Authenticity and Insights Layer) Proprietary AI-assisted transcreation and cultural intelligence platform that processes and generates written language content for localization and creative adaptation, providing cultural knowledge retrieval and natural language processing to ensure creative content resonates with local audiences across markets.
• Cultural & Human Insights Service module in which local strategists provide up-to-the-minute market knowledge combined with in-depth research to deliver actionable cultural insights for brands expanding globally.
• Global Ready Creative Service module that ensures scalability of content, local relevance of storylines, and helps brands avoid local clearance issues in global communications.
• Localization Service module covering creative translations, local casting record support, local rights licensing negotiations, editorial finishing support, and preferred local production partners for advertising content.
• Market Rollout Service module providing strategic communications rollout planning, campaign social listening, content measurement, analytics, optimization, and local PR amplification across global markets.
• Global Strategy Service module providing competitive landscape reports, new market identification, and market strategy development to help brands stay brand-consistent and locally relevant.
• Consultation Service module covering international process audits, development, maintenance, and international team infrastructure planning to set brands up for global success.
• Global Talent Network Curated network of 1,500+ in-market creatives, strategists, producers, account managers and human insights specialists with native-level linguistic and cultural expertise, from which bespoke teams are assembled and plugged into each client engagement.

Named customers19 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature1 record

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• TransPerfect: One of the world's largest language services and localization companies offering translation, transcreation, and global content adaptation. Directly competes with Tower 28 in enterprise transcreation engagements, particularly for technology and consumer brands.
• Lionbridge: Global localization and translation services firm with a strong enterprise client base across technology and consumer brands. Competes directly with Tower 28 on transcreation, creative adaptation, and content localization for global marketers.
• Welocalize: Mid-sized localization and transcreation services provider serving global brands with multilingual content adaptation. Operates a similar model combining technology platforms with in-market linguists and competes for the same enterprise RFPs.
• Hogarth Worldwide: WPP-owned global production and creative localization agency providing transcreation, adaptation, and content production for the world's largest advertisers. Closest direct competitor given its focus on creative localization rather than pure translation.
• RWS Group: Publicly-listed language services and intellectual property firm offering translation, localization, and content services. Competes with Tower 28 on enterprise localization engagements while also providing technology platforms like Trados.

Emerging players

• Smartling: Translation management platform and services provider focused on technology-enabled localization for digital content. Adjacent competitor offering both technology and managed services, with strong overlap in enterprise technology clients.
• Phrase: Cloud-based localization platform serving enterprise content teams. Provides an alternative model where brands bring translation in-house using software rather than relying on agencies like Tower 28, making it a partial substitute.
• Lokalise: Modern localization platform helping product and marketing teams manage multilingual content. Represents the technology-led disruption to traditional agency models and competes for the same enterprise localization budgets.

Broad incumbents

• Edelman: Global communications and PR firm with strategy and digital practices serving many of the same Fortune 500 brands as Tower 28. While broader in scope, Edelman's strategy practice (where Tower 28's Sara Azadi previously worked) overlaps with Tower 28's global strategy offering.
• MediaMonks: S4 Capital-owned global production and content adaptation agency serving major brands with creative, content, and localization services at scale. Competes for similar enterprise creative adaptation work across global markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tower 28