Compared to the long history of translation, the term “transcreation” has only been around for about two decades and the word combination points to its meaning, “creative translation”. How could translation be “creative”, when it is by definition supposed to accurately render the meaning of the source?
Transcreation appeared as an acknowledgement of the significant differences between target markets. Going beyond the adaptation to natural language flow and cultural particularities, transcreation strives to make marketing and promotional material attractive to potential buyers in the designated target market. It achieves its goal when the original message is re-created in the target language to appeal to its intended local audience and still retains the intent of its source text.
Our network includes dedicated language experts who thrive at this exercise. Our transcreation specialists carefully recreate the original message, often changing the style and tone for the desirable impact on the target audience, while maintaining its original meaning. In the process, they use concepts that resonate with the local audience and not necessarily with the source language users.
We understand that a company’s image in a target market often depends on how it positions itself for its potential users. This is why we are always ready to transparently partner with our clients to select the most qualified language experts to bring their message to their potential users. Our clients can assess by themselves:
- The knowledge and expertise of our transcreation experts in the specific domain
- The elegance and inspiration of their creative writing
- Their in-depth familiarity with both cultures
- The thorough understanding of the original message
- The nuanced rendering of the target message