Transcreation or creative translation is about recreating accurate brand content for multilingual audiences. Standard translation and localization services usually do not maintain efficiently the creative and emotional intent of content – transcreation helps reflect it in the best manner in other languages and cultures. It adapts the meaning of the original text based on cultural nuances, ensuring it will be successful internationally. Transcreation is best for ad copy, slogans, headlines, tag lines or specific language elements like puns, idioms and humor. The main goal of transcreation is to have the same reaction into each language, something that straightforward translation will fail to achieve. Bilingual professionals experienced in marketing field take concepts from a specific source language and creatively tailor them for specified target languages. These in-country experts understand the messages that are being conveyed and transcreate them while sustaining the same impact as the original text. Translation is normally performed by a single linguist (even though a proofreader will be used later). Transcreation is completed by a team that is involved in the development of the text and the transcreators work very closely with the customer to make sure their brief is met. Formula F ltd. has identified and tested the best creative translators for most of the languages we provide and they will be ready to bring together their SME and creativity for your local project.
