Transcreation

We take the essence of your message in the source language and adapt the style, tone and intent to the target language. Transcreation is not a direct translation of an original text, but the source message is transformed to serve the target group in terms of culture, emotion and meaning. Seen as a kind of creative translation, transcreation goes beyond the limitations of simply translating text. It positions your message according to the expectations of your target audience, thus achieving greater impact.

This process is frequently used for global marketing campaigns: e.g. because of superstitions, the number 4 is considered unlucky in Japan and the 13th floor often doesn’t exist in American apartment blocks or hotels. The transcreation specialist would take such facts into account and suggest meaningful alternatives.

Where does transcreation make sense?

• For puns, slogans and idioms.
• When global messages need to be made local.
• To avoid confusion when there are cultural differences in word usage.
• When your marketing message needs to have the right emotional impact.

Ask our specialists! They will adapt your global messages to achieve the desired results.