Transcreation

The art of creative translation

We'll make your creative content resonate with your multilingual customers, no matter where in the world they might be.

Standard, straight translation of say, a user manual, is aimed at producing a rendering of the source language text that stays true to the meaning as closely as possible in the target language. With creative copy, however, a straight, “word-for-word” translation just won’t cut it. Advertising and marketing text is often full of colloquialisms, expressions, puns and word play that don’t always translate that well in other languages. If translated directly, headlines, taglines and creative copy may not make sense at all, or could even end up sounding like complete gibberish. This is where transcreation comes in. Transcreation is the process of capturing the concept, flavor and feeling of creative content in one language and expressing it creatively and authentically in another, with its possible puns and idiomatic expressions.

Transcreation

The INTRANSOL transcreation process begins by fully understanding the goals and objectives of your advertising and marketing campaigns so that once the copy is transcreated, it will have the same effect in the target language as was intended in the source language. Who are your customers? What appeals to them and what drives their purchasing decisions? Will the cultural references in the headline of an ad campaign for one group transfer itself with fluidity to another? Will the same concepts work? Are there American cultural references in the source copy that will not transfer to another culture? Can the word play be recreated? More often than not, the transcreation process actually involves using the general concept of an ad or marketing campaign and completely re-working the ad in the target language with new puns, expressions and cultural references that will be linguistically and culturally authentic to the target audience.

Our transcreation and copy adaptation services are conducted by seasoned and experienced linguists who actually live in the countries where the creative copy will be used, and therefore, understand the cultural codes and references. They have backgrounds and experience in advertising, marketing and creative writing. Our transcreation process will empower your brand with deep global consumer intelligence that ignites powerful relationships through better understanding, stronger connections, a more meaningful experience and a more compelling consumer engagement.

Transcreation

When you contract INTRANSOL for transcreation services, we present you with at least three transcreated adaptations of the creative copy, each with a detailed explanation from our teams regarding the meaning of the concepts in the target language, why they were chosen, how they will be understood and interpreted by people in the target language/culture and which concept our team feels will resonate the most with the audience. We also provide a back-translation of each concept so that you fully understand them in plain English.

Our transcreation process will empower your brand with deep global consumer intelligence that ignites powerful relationships through better understanding, stronger connections, a more meaningful experience and a more compelling consumer engagement.

Jason Wood ìntränsōl CEO & Managing Director