SERVICES
TRANSCREATION
Transcreation: a mix of translation and advertising copywriting
Do you need to translate advertising or marketing texts? What you need is a transcreation, a hybrid service involving both translation and advertising copywriting.
Let’s say that you need to translate a claim from English into Italian or German into Italian, maybe with a play on words that works a dream in the source language, but is impossible to translate into the target language. It’s the transcreator’s job to adapt the source text and rewrite it so that it sounds natural to the target public and target market, without ever losing sight of the communicative intent and brand identity.
Transcreation is used mainly in marketing translations and promotional texts which require unique contents and it is aimed at companies or communications agencies that operate internationally.
Contexts it could be used in:
How I work
Transcreating a marketing text, claim or tagline is more than just translating in the strict sense. It’s a several-phase job done in tandem with the client.
Briefing
I ask the client for all the information needed for the transcreation: medium, purpose, communicative function, target public or buyer persona, visual, tone of voice, corporate identity and any previous campaigns.
Brainstorming
At this stage, I write down all the ideas that come to mind, to then either discard them or finetune them later on.
Writing the text or proposals
For claims or headlines, I give the client a range of proposals with a back translation and the rationale behind them.
Feedback and finalizing
I wait for the client to choose, but I leave a generous amount of time to make any alterations.
