Transcreation +

We creatively use words to mirror sentiment, tone and meaning.

At a glance

When to request it

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 use 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.

German Transcreation+ Examples

Copy Context V1 Back Translation Rationale V2 Back Translation Rationale

It's an IYKYK kinda thing.. and now you know, you know?

It's a discount for insiders (app users). And now you know about it, right?

IYKYK = if you know, you know (if you are an insider, you will know about it/get access to this discount)

For Insiders Only ... nur wer's weiß, der weiß For insiders only ... only those who know, know! Meaning you'll only know about it if you're part of the insider circle (which as the recipient you are, obviously) IYKYK ... nicht alle wissen's, aber du jetzt schon! IYKYK ... not everybody knows (about it), but you do now! Closer to the source

This one is controversial 

i.e. refers to the fashion trend being controversial Schön kontrovers nicely controversial "schön" also means beautiful, so controversial can also be beautiful Gegensätze ziehen dich an Opposites attract you wordplay with the saying "Gegensätze ziehen sich an" (opposites attract); "ziehen dich an" also means "dress you"; both styles are good and it does not matter which one you choose

Textural healing

Context for translations:

Textural healing = lighthearted play on 'sexual healing'; header copy to describe a trend for furry/fluffy textured clothes (faux fur, faux-shearling etc)

Fühlt sich sooo gut an Feels sooo good more colloquial What the fluff?! What the fluff?! anglicistic pun

Swim-sational summer

swim-sational summer - colloquial/wordplay/pun on 'sensational' and 'swim' Einfach Schwimmen, einfach Schwimmen, einfach Schwimmen – Schwimmen – Schwimmen Just keep swimming, just keep swimming, just keep swimming – swimming – swimming The well-known lyrics from Finding Nemo Sommerzeit ist Badezeit Summer time is swimming time Impact through the repetition of time
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Case Study
New Balance

New Balance campaign for Sports Direct Europe required to localise their original posters and artwork in 15 languages: French, Dutch, Slovenian, Spanish, Hungarian, Slovak, Czech, Portuguese, Icelandic, Polish, German, Estonian, Latvian, Lithuanian, and Greek. The project required the localisation of the headline “No half measures”, delivered on posters of various sizes, with different images.

Find out more

Why Managed Language?

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.

Working with us

Dedicated Project Manager
You’ll be assigned an experienced Project Manager who will liaise between you and our linguistic team to ensure a smooth process.
WordPlay

Linguists provide two or more options for each segment with back translation and rationale.

Curated linguistic team

A team of skilled, specialised, and trusted linguists will be carefully selected to take care of your copy​.

Workflow integration
Proprietary Tech

We have a range of proprietary tools that can help us achieve a seamless and faster result

Right the first time
We over-prepare to get your requests right the first time, but in case you need us to address any concerns, we always include two rounds of amends.

Want to know how a Cultural and Linguistic Review look like?

let us know your markets and requirements and we can build a bespoke report to advise you