Headline or Strapline?

And how about the stuff in between?

Let’s start by exploring the concept of transcreation. Obviously, it’s a fusion of ‘translation’ and ‘creation’, a specialist activity that ensures the success of your cross-market advertising and marketing campaigns.

A skilled transcreator is able to capture the intent of your creatively written copy, adapting it so that whilst it remains faithful to your original, it is now correctly aligned to your target audience, taking into account both language and cultural implications.

Why would you choose transcreation instead of translation?

It’s all about results

If your website content and campaign copy reads as a product of the local market, data shows that customer response improves, as does retention and brand perception.

A literal translation conveying a difficult-to-grasp or unintelligible message encourages your customers to move on.

This is the commercial reality. Yes, transcreation is likely to cost more, but the improved ROI more than negates the cost.

Profile of a Transcreator

Transcreators are specialists. Many transcreators, whilst multilingual, will have copywriting experience and are likely to have worked in a branch of the media.

They’ll also have proven experience adapting advertising and marketing copy.

They will have an intrinsic understanding of the copy-creation process; they will be able to understand the subtleties and the idioms captured in the message. Very importantly, they will understand what your campaign is designed to achieve.

But it doesn’t stop with the language – part of the transcreation process can involve in-market research and competitor assessment.

Customer engagement

A simple translation is unlikely to fully engage with your audience if they find it difficult to understand. And a ‘translation’ is very unlikely to capture the essence, the subtleties of a creatively written marketing piece or advertising copy.

Transcreation can radically improve customer perception of your client’s business and brand, creating the customer experience that you intended.

When considering cross-market advertising – or indeed any customer-facing communication –  transcreation will be the right solution because:

• It can radically improve engagement
• Brand presence is enhanced
• Enables accurate targeting of your audience demographic
• Creates brand allegiance
• Respects the language and culture of your audience

How we achieve great results

The starting point for a transcreator to create the best results is a comprehensive brief.

In the briefing document, we will try to capture as much information as possible about your client, the product or service, the campaign, the audience demographic, and the campaign’s aim –  what it needs to achieve.

Once we fully understand, we’ll determine the extent of the adaptation; will it be a gentle or radical reworking?

Throughout this journey, we will work with you to achieve the desired result.