Transcreation, or creative translation, is a service mainly used for marketing projects.
It involves more than the simple recreation of the same content in the target language. The transcreator uses the source text to develop a message for a specific target audience, taking into consideration the audience’s profile, need for information, communication language, attitude, or cultural aspects. The result of transcreation is content that evokes the emotions required to make a purchasing decision.
This service can often include the modification of the graphic layout, adjustment of images or a change of colour. In short, transcreation involves all the elements that determine the effectiveness of marketing communication.
This service should be preceded by a creative brief defining the assumptions and goals of the campaign to be adapted to a linguistically and culturally different market, with the involvement of not only translators, but also experts in communication, cultural studies, advertising and marketing.