Our Transcreation Services
Transcreation is a term used chiefly by advertising and marketing professionals to refer to the process of adapting a message from one language to another, while maintaining its intent, style, tone and context. Increasingly, transcreation is used in global marketing and advertising campaigns as advertisers seek to transcend the boundaries of culture and language. It also takes account of images which are used within a creative message, ensuring that they are suitable for the target local market.
Terms with meanings similar to transcreation include ‘creative translation’, ‘cross-market copywriting’, ‘international copy adaptation’, ‘marketing translation’, ‘translitteration’ and ‘cultural adaptation’. For each of these words and phrases, the thrust is similar: taking the essence of a message and re-creating it in another language or dialect. A successfully transcreated message evokes the same emotions and carries the same implications in the target language as it does in the source language.
While, in theory, any message is a candidate for transcreation, the bulk of transcreative work performed to date has been in the advertising industry, in media such as brochures, TV and radio ads aimed at end clients, and posters and flyers distributed to resellers. Websites are also the subject of much transcreation.
What we can do for you
- If you need more creative freedom in your localised copy or marketing material, our transcreation team will provide a ‘unbound’ adaptation of your original content than would normally be expected from clear-cut translation
- Your transcreation content will be performed by our domain-expert copywriters specializing in the practice. As is the case with translation, the work will be performed by a person whose native language is that of your targeted audience. Since the goal of transcreation is to transfer the intent, style, vocal tone, and emotional salience of your message from the source language to that of the targeted audience, our creative team has all the required expertise in marketing and a firm grasp of targeted cultures.
- To produce effective transcreation for any of your projects, our team of mother-tongue language copywriters also have an extensive knowledge of their market, excellent language skills and the ability to creatively adapt your message for your target market, all the while possessing skills in advertising copywriting.