Transcreation

Transcreation is a creative process that extends beyond the usual scope of a translation service.
Emotive materials, such as marketing campaigns, are not only translated from one language into another, but are also adapted to cultural differences in the target language so that the intended effect on the reader remains the same in translation.

Companies invest a lot of time and money in creative marketing campaigns in their home countries where they are able to gauge the effect these materials will have on potential customers.
If these campaigns or texts are to be translated, the way they will be received in the new target country is harder to predict – and the greater the difference between the source and target language cultures, the greater this difficulty becomes. Consequently, creative work requires more than simply translation, instead it must be reinterpreted for the target market.

Through transcreation, the company retains control of their global brand presence and can rest assured that misunderstandings will be avoided. A strong marketing concept can be used with confidence on a global scale.

Is your company developing a large-scale marketing campaign that you would like reinterpreted for a new target market? Contact us by telephone on +49 (0) 221 92 59 86 0 or email at tsd@tsd-int.com.

Standard workflow

  • The project manager receives the source documents, analyses them and creates a corresponding offer for the customer.
  • Once the offer is confirmed, the project manager forwards all of the relevant documents to the transcreator.
  • The transcreator produces a transcreation. If requested, they can work in direct communication with the customer.
  • Following transcreation, the text is proofread by another linguist.
  • The project manager then sends the finished document back to the customer.

Checklist

  • What language or languages should the text be translated into?
  • Are there any work instructions, terminology guidelines or style guides that we should follow?
  • Would you like to communicate directly with the transcreator during the transcreation process? Alternatively, can your communication with the transcreator be coordinated via the project manager?
  • Should the layout of the text also be adapted following transcreation?

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