At a glance
- Combination of translation and copywriting
- Meaning and intent are the goal
- Content tailored to the target market
When to request it
- Emails
- Website content
- Blog posts
- Any kind of marketing communication
What is Transcreation?
Transcreation, sometimes referred to as Creative Translation, is a relatively new concept. The name is a combination of translation and creation, and that is probably the best way to describe it.
Originally intended for marketing and advertising purposes, Transcreation allows for the complete reconstruction of the source content into the target language.
This method concentrates on full sentences and paragraphs, instead of word-for-word. It empowers linguists to rewrite and tweak the copy in the target language to make it seem as natural and idiomatic as feasible without audiences ever realising a translation occurred.
Why Transcreate?
Not all texts should be transcreated. Simple pieces such as cooking recipes and instruction manuals would not benefit from it. Instead, this process is reserved and best used for copy crafted with the intent of causing an action on the reader, such as blog posts, websites, emails campaigns and sales copy. Taking a direct approach to this type of content can result in a robotic, rigid, and occasionally erroneous approach.
A Transcreator adapts the source’s fundamental ideas, such as intent, emotion, impact, rhythm, tone of voice, and idiomaticity, and creates a new copy in language that follows the same structure but is completely tailored with the target market in mind.
This strategy requires extensive subject knowledge and additional market research. It is typically a longer procedure than other types of translation since it takes time to create the perfect piece of work.
The final result is a fully localised text that feels specifically crafted for the target audience from scratch. And that is why Transcreation is often described as a mix of Translation and Copywriting.
Transcreation +
When the message is so curated that each sentence, each expression, and each word has a very specific and crafted meaning. When the tone, emotion, the level of creative delivery has to be extremely sensitive to highly complex linguistic ad cultural nuances.
Find out our solution to the most sensitive Marketing Copy – Branding, Advertising, Straplines and CTA’s.
Why Managed Language?
Transcreation is our bread and butter and quite frankly our favourite thing to do. Years of experience led us to fully grasp the concept and acquire the knowledge and tools that allow us to deliver flawlessly creative results.
When we work with you, we always assign you the most suitable linguists and make sure they are the ones taking care of all your content needs going forward. This means, soon, they’ll know your tone of voice better than anyone.
We’ve recruited some of the most creative Transcreators and couldn’t be prouder to have them in our team.
Read more about some of them here.
Want to know how Transcreation can benefit your content
find how we can improve the tone and emotion of your communication with your clients
Working with us
Dedicated Project Manager
An experienced Project Manager will liaise between you and our linguistic team to ensure a smooth process.
Curated linguistic team
A team of skilled, specialised, and trusted linguists will be carefully selected to take care of your copy.
In-depth research
PMs and Linguists will learn about you, your brand and current trends to achieve the most accurate result possible.
Workflow management
Tech integration
We offer an array of Tech solutions, including options to integrate with your systems. Check our Software and Technology section under Services.
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.
