Heineken understands that Spanish to English translations don't work either

AdAge just published an article reporting that Heineken USA has shifted its advertising for Tecate from Mexican-based Olabuenaga Chemistri to Inspire Dallas. 

The reason?

"We realized that when a Mexican agency tries to develop English creative, it feels translated," Mr. Palau told Ad Age. "So in all honesty, we were not comfortable with the delivery."

My question is why don't general market brands say the same thing about their creative being translated from English to Spanish to reach U.S. Hispanics? 

While great strides have been made and there are great examples of culturally-relevant transcreations of brands to reach U.S. Hispanics, there are many more examples of brands happy to go the translation route.  And, there is certainly no shortage of general market agencies that recommend that route or Hispanic media outlets eager to translate campaigns just to sell a spot or a space.

I hope this serves at least in part as a wake up call to brands that it doesn't work in any direction.