‘Transcreation’ is one of the more recent buzzwords to come out of marketing meetings, along with ‘globalisation’. However, what exactly does it mean, and why should businesses consider it?

As the name suggests, transcreation is a combination of translation and creative copywriting. While a basic translation is the process of transforming a text from one language to another, transcreation means rewriting the original text so it is customised for the market you are targeting.

Still confused? It’s probably more straightforward than you think. For instance, if a sports clothing brand wanted to market a new pair of football boots in the UK, they would no doubt approach a footballer from one of Britain’s Premiership teams to act as brand ambassador. However, that same sportsman might not be such a great choice if they are marketing the shoe in Brazil, Italy, Spain or any other country where the footballer is not as well known. Meanwhile, in the US soccer is not even the most popular sport, so not only would the marketing department be better off approaching a different person, but they might also choose to look to a different sport entirely. So, although the brand is marketing the same pair of trainers, they will promote it in a different way in each market in order to have the best chance of generating sales.

This is the essence of transcreation. It’s about translating AND recreating the core marketing message so it is effective in each location a company is selling to. It means treating each unique market differently and ensuring the promotional campaign that you launch there has been tailored for its specific needs. By doing this, brands have a greater chance of succeeding.

As an ISO 9001-certified translation and language services provider, Language Insight has years of transcreation experience. It is the crème de la crème of our translation solutions and we are getting more and more requests for it from our clients. So what does it involve?

When customers send their transcreation request to Language Insight, it will be assigned to a linguist who not only speaks the target language, but who is also based in the country where it is spoken. This means they have the most detailed and up-to-date understanding of the language in question, and also that they have a first-hand insight into the consumer market being targeted. This is a vital element of localisation, as it means the completed text will be written in the most contemporary language that takes into account modern slang, local idioms and cultural references, as well as regional dialect, spelling and grammar.

In addition to being a native speaker of the target language, the translator your work is assigned to will also have knowledge of your industry. This means that they will not stumble over translating some of the more technical terminology correctly. It also means that any market-specific content contained within the original text, such as brand names, can be swapped for the relevant equivalent in the target country.

However, all of the elements listed so far should be present in any translation in order to get the best results. Where transcreation differs is that in addition to being a qualified translator with knowledge of the client’s industry and living in the country where the target market is based, the linguist should also be experienced in marketing and creative copywriting. This expertise means they will be able to create engaging and informative content that follows the brief you set them and achieves the objective it is supposed to.

With all the criteria a translator needs to meet in order to produce a high-quality transcreation, finding one may seem like an impossible challenge. That’s where Language Insight can help. Our network of linguists not only spans the globe but also numerous industries, and clients’ briefs will only ever be assigned to a translator who meets all of the requirements listed. This means we can ensure our clients get the best quality results.

Once the transcreation is complete, it is the subject of a thorough quality assurance process to ensure it is fluent, reads well and meets all of the client’s criteria. Only then is it returned to the customer for their feedback.

Find out more about this service by visiting the Transcreation page on our website. To discuss the service further, email us or call +44(0)1772 252 333 to speak to one of our coordinators.