“Transcreation” is a portmanteau of “translation” and “creation”. This service, which is enjoying increasing demand in the industry, thus means combining translation and copywriting in such a way that the target text is adapted from one culture to another and localised for the target market – when a plain translation just won’t cut the mustard. It’s often used for marketing and advertising copy. To get it right, you frequently need to come up with new ways of wording an idea and deploy a lot of linguistic skill to ensure that the message has the same impact and evokes the same emotions in the target culture. Above all, transcreation calls for eloquence, fluency and rhetorical accuracy in your native language and has more stages than plain translation (briefing, initial translation/draft version, creative editing, copywriting – through to producing the linguistically adapted final version of the original content).
For me, transcreation serves as a creative counterpoint to the kind of technical and legal content that makes up the rest of my work. It gives my creative side a runout and lets me break new linguistic ground.
And, of course, it ensures that your message will be received loud and clear by your target audience!
Note: This service is only available into German.