is translation’s more creative cousin
Although regular translation shouldn’t be word-for-word in the first place, transcreation involves moving much further away from the original text to convey the same impact in the new language, bringing some native flair while still adhering to the creative brief and maintaining your brand’s tone of voice.
Transcreation, or creative translation, is most commonly used in marketing and advertising content, although it can also be applied to websites, brochures, presentations, or learning materials. Being a highly creative process, it usually takes more time than regular translation – 15 words might take next to no time to translate, but perhaps over an hour to transcreate.
And it’s entirely up to you how far we go – you may want us to localise the copy completely, or you may prefer us to stick closer to your lovingly-crafted original. Either way, it’s fairly common for clients to request several versions of the same text (accompanied with translations back into the source language) so they have a range of options to choose from. As such, transcreation also tends to be a more collaborative effort, with frequent communication between translator and client until a final copy is obtained that both sides are happy with.
Languages: English, Italian, French, Chinese, and more
Past projects have included:
Ad campaigns (headlines and video scripts) for a major automotive brand
Blog articles for an international sportswear company
Headlines, video scripts and social media content for a market-leading airline
Adaptation of scripts for TV ads
B2C and B2B communications, newsletters and website content for a global payment services provider
The typical transcreation workflow
The first thing to do is create a brief to facilitate the transcreation process. This means identifying the target audience, gathering information about the product or service being advertised, and defining the objectives of the communication itself.
The translator carefully studies the brief and any additional support material available (style guides, storyboards, etc.) and goes back to the client if further clarification is needed.
The original copy is translated/adapted in the language of choice. A number of alternatives may be provided for headlines, taglines and other types of short copy.
The client reviews the translated copy and provides initial feedback.
The client feedback is implemented and the translated copy is tweaked.