Transcreation Service (translation + creation)
This service is often demanded by international advertising, marketing and PR agencies to adapt a message from one language to another, while maintaining its intent, style, tone and context. A professionally transcreated message evokes the same emotions and carries the same implications in the target language as it does in the source language. Transcreation is chiefly used in global marketing and advertising campaigns as advertisers seek to transcend the boundaries of culture and language.
Terms with meanings similar to transcreation include “freestyle translation”, “marketing or creative translation”, “international copy adaptation”, “cross-market copywriting”, “internationalization”, “international copy adaptation”, “localization”, “cultural adaptation”. For each of these words and phrases, the thrust is similar: taking the essence of a message and re-creating it in another language.
While, in theory, each message is a candidate for transcreation, most of the transcreations are performed for the advertising industry in media such as brochures or mass media advertising aimed at end clients or posters and flyers distributed to resellers. Websites and newsletters are also possible subjects for transacreation. Public relation agencies are using this service for their press releases, articles, speeches, interviews and many other materials.