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What is Transcreation +?
Transcreation + is a concept we are proud to call our own.
Don’t get us wrong, we are not reinventing the wheel, but we feel the term is appropriate for a specific type of delivery – creative marketing and advertising copy.
Because transcreation is a relatively new process, there are numerous approaches to it. Over the years we’ve come across a number of different methods and eventually developed the one we believe produces the best outcomes for the client and the brands we help bring to new markets.
Transcreation allows for the complete reconstruction of the source content in the target language. The fundamental ideas such as intent, emotion, impact, tone and rhythm are translated to the target language by using expressions and references that relate to the target audience. In extreme cases, the copy can be written from scratch while mimicking the source.
The main difference from the regular Transcreation process is that the linguist will offer at least 2 versions for each of the most important lines. This allows you to select the best version, the one that matches the tone and intent of the source. How do you know it’s the best option? With the help of the back translation, and most importantly, the rationale where the linguist explains how each version is culturally relevant, or why it does make sense. It’s an empowering tool for marketing teams to reach new territories.
Why Transcreation +?
Transcreation + is specifically designed for the most crucial pieces of copy, the attention-grabbing headlines and compelling CTAs.
Transcreators are marketing experts, copy and content writers, and out-of-the-box thinkers. They bring a culturally relevant outside perspective in order to truly localise your ideas and intent.
Think for example of pop culture references. While a reference to a TV show or song may be significant in the UK, it may be utterly unknown in Germany, rendering a simple translation meaningless. Instead, a Transcreator will seek out the most appropriate and relevant references that convey the same purpose as the original.
The method is a true brainstorming process. Linguists work together with you (the client) by suggesting multiple options for each segment, as well as a back translation and a rationale. From there on you are in total control. You choose one of the options or bounce back with further ideas.
Why work with us?
While transcreation is an ever-evolving method that has several approaches to it, we firmly believe that Transcreation+ is one of the most powerful localisation tools on the market.
Our Transcreation team includes not only expert linguists, but also marketing grads, journalists, published writers, teachers, and a variety of other professionals. A plethora of highly educated and tremendously skilled minds who continually amaze us with the most brilliant ideas.
Read more about some of them here