ADVERTISING TRANSCREATION SERVICES
As creative & persuasive as the original
When localizing advertising copy, we sometimes need to go beyond a good translation to preserve the creative quality and intent. Transcreation is done by a qualified linguist/copywriter, recommended for critical copy elements such as headlines or slogans, where a direct translation just doesn’t get the message across. As in the example below, there may be multiple options presented to see which one feels as natural, compelling, and powerful as the original.
Definition: Transcreation is the creative adaptation of marketing, sales and advertising copy in the target language. It involves changing both words and meaning of the original copy while keeping the attitude and desired persuasive effect.
The process of transcreation
Transcreation requires more time and creativity than a direct translation, similar to the process of copywriting. We first make sure to understand your brand and communication objectives before we brief the linguist/copywriter. As part of the creative exploration, we may end up with multiple variations that relay the message in a slightly different way. When applicable, we present these options with back translation for client review to see which feels right for its brand and audience.
Example:
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How good is machine translation for localizing advertising copy?
In this article we run a quick test to see how good machine translation is in localizing creative advertising content. While AI tools have improved tremendously, they are not consistent, and some creative choices can only be made by a human.