Transcreation

Professional Transcreation Services

Transcreation

What is Transcreation? This word is coined from the combination of two words: “translation” and “creation”.Transcreation describes the process of adapting a message from one language to another, while maintaining its intent, style, tone, and context. A successfully transcreated message evokes the same emotions and carries the same implications in the target language as it does in the source language. It is related to the concept of localization, which similarly involves comprehensively adapting a translated text for the target audience. Transcreation highlights the translator's creative role. Unlike many other forms of translation, transcreation also often involves adapting not only words, but video and images to the target audience

Transcreation is often used for :

  • Slogans
  • Campaigns
  • Brochures
  • Headlines

It is adapted for the use of global marketing and advertising especially driven via the ecommerce industry and multinational organizations.

To know more about Transcreation, visit Wikipedia

Purpose of Transcreation

The purpose of Transcreation is to create emotional connection with different audiences globally. If the translated content includes local values, beliefs and cultures it puts a positive impact on consumers. Consumers start building trust for a particular brand or product that is one of the crucial parts of global marketing.

The overall purpose of Transcreation is to make content emotionally and culturally relevant for the consumer and not just translating the text.

Translate & Create

  1. Content is adapted (copy-editing) and created for specific local target audience
  2. Language, dialect and images are aligned to local culture, norms and environment
  3. Emotional representation or intention is replicated or modified towards local audience & culture by use of words that is able to trigger emotions from the target audience, for example: culturally adapted idioms, metaphors, figurative expressions, etc.
Transcreation

Transcreation Process

Transcription process is much more engaging than Translation. Globibo follows a 10 step process for world class transcreation service that is highly time-consuming but necessary. Following are the steps:

  • Step 1: Creative Brief
  • Step 2: Draft Process Flow
  • Step 3: Expectation Setting
  • Step 4: Transcriber Onboarding
  • Step 5: Glossary Preparation
  • Step 6: Transcreation
  • Step 7: Draft Review
  • Step 8: In-market review
  • Step 9: Final Approval
  • Step 10: Media Handover

Transcreators

Globibo works with world-class transcreators with substantial academic knowledge along with industry experience.Our pool of transcreators includes professional linguists from different countries worldwide. The aim is to work with professionals who understand the local markets and culture to meet the objectives of transcreation/copywriting

Globibo transcreators are selected based on the following skills:

  • a) Writing Skills for creative writing keeping in mind the global marketing strategies
  • b) Cultural Understanding for understanding audience requirements and emotions
  • c) Research & Analytic skills for thorough research and analysis about the audience, market & competitors
  • d) SEO to make sure it follows Google’s best practices in case of internet marketing
Transcreation

Transcreation FAQ

1. Why do businesses need Transcreation?

Poorly translated marketing slogans can be disastrous for companies. E.g. KFC decided to go for the literal translation of their slogan “Finger Lickin’ Good” when they entered the Chinese market. The slogan became “Eat your fingers off” in Mandarin. This blunder provided evidence on the importance of transcreation. Therefore, businesses require the skills of a transcreation specialist to enhance their marketing campaigns (especially from the cultural aspects) to suit the target markets, and eventually create an impact on these markets.

2. What’s the difference between Transcreation and Translation?

Both are language services, but they differ in a few ways, and they are as follows:

  • Transcreation conveys a brand new message (creation of new content) in the target language and is localized; but translation merely conveys the same message replacing the words in the source language with corresponding words in the target language.
  • Transcreation specialists are copywriters/writers in other languages; but translators are not (though some translators offer copywriting services).
  • To begin work, a transcreation specialist requires the creative concept/desired action that the copy aims to achieve; but a translator only needs the source text to begin work.
  • As transcreation is a creative service, the cost of hiring a transcreation specialist is a lot more than hiring a translator.

3. Can transcreation help in improving sales?

Transcreation deals with converting a particular advertisement campaign into another language. As it can reach out to a localized audience, it can help improve sales.

4. How is transcreation different from translation?

Transcreation is the conversion of the given campaign into another language. However, in doing so, the style, intent, and emotion invoked remain the same as the original statement.

5. Who needs transcreation?

If you are developing an advertisement campaign, you can reach out to audiences that speak a particular language with transcreation. As a result, they will understand the campaign better.

6. Does transcreation involve copywriting?

Transcreation involves copy-editing and not copywriting. However, copy-editing is necessary to understand the exact intention behind the campaign.

7. Does transcreation involve SEO practices?

Yes, transcreation involves SEO, as this is a part of advertisement campaigns. We follow global SEO practices to ensure that we provide you with the best-transcreated campaign.

All our Translations Services

Quick Contact

   China: +86 21 8024 6090
   France: +33 6 1302 2599
   Germany: +49 (030) 8093 5151
   Hong Kong: +852 5801 9962
   India: +91 (11) 4248 4066
   Malaysia: +603 9212 4206
   Philippines: +63 28548 8254
   Singapore: +65 6336 9002
   Spain: +34 675 225 364
   Vietnam: +84 985 611 322
   UK: +44 (20) 3468 1833
   US: +1 (718) 713 8593

Certification

ISO 27001
ISO 27001 - Information Security Management System - Certificate #: CCL/ISMS/70818/GIPL
ISO 9001
ISO 9001 - Quality Management System - Certificate #: CCL/QMS/70818/GIPL
ISO 17100
ISO 17100 - Quality Translation Services Management System - Certificate #: CCL/QMS/70821/GIPL
ISO 20121
ISO 20121 - Event Sustainability Management System - Certificate #: CCL/QMS/70822/GIP

 

Testimonials


"It was handled professionally. The response from your end was quick and efficient. Globibo managed to produce 4 articles in a span of 5 days for a demanding client. Even though it was a rush, all the articles were well written and delivered in time."

Priscilla Parsanthi
International Networking Company

"Prompt follow up and good customer service.So far all experiences are good."

Candice Mok
International Food and Agri-Business Company

"Fast, friendly, cost-effective. Quick reply in chat."

S. H.
International Engineering Service Company

"We had to get the translated documents to the Embassy at a short notice and Globibo did an exceptional job in getting this done. Thank you."

Carina C.
Legal Counsel, International eCommerce Group

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