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.