Our transcreation services provide you with a “freer” interpretation and render of source content than would normally be expected from a straightforward translation. This creative freedom is essential in a generation of localised copy and marketing collateral.
What is transcreation?
Transcreation focusses on the response a client seeks from its audience and finds the best way to recreate that in another language and culture.
Transcreation is about being “bold” and “creative”
rather than “faithful to the source”.
Rather than a direct rendering of the source text into a target language, a creative translation service gives clients requiring adaptation the ability to still keep certain aspects of the source content. The content is altered to better suit the target-language audience, but preserves the overall sense and direction of the source.
In addition to adapting the language to make it reflect the nuances of the source but yet still being applicable for the target audience, translate plus can also advise if imagery or other aspects of the source need to be changed to achieve the best impact in the different markets.
We can offer multiple versions of your transcreated content. Along with a rationale to explain the meaning behind the message, and back-translations to help clients understand in their own language, a close equivalent of how the transcreated versions come across.
The creative translation process offered by our transcreation services needn’t be restricted to the text content: we can also advise you on when imagery or other aspects may need to be modified to achieve the best impact in different cultures.
Creative translation is used in the following examples:
- An English-language advertorial feature containing references to a high-profile American TV show may need to be changed to keep it relevant for a readership in Germany.
- Your marketing material may describe a range of products which needs to vary depending on regional availability.
- Or you may be subject to different legal restrictions as to what you can and can’t say about your services in different countries.
- More creative freedom than direct translation
- Content adapted to local markets
- Overall style and voice of source content is preserved
- Content more relevant to target audience
- Avoid culturally irrelevant or offensive references
- Gain maximum impact and engagement with culturally specific content