Transcreation - Creative Translations

Don't just translate....transcreate!

Transcreation

Transcreation is all about being creative with our translations. Rather than translate the words, we interpreter and apply the message to the target audience. We don’t stay faithful to the form of words but to the essence of their purpose. Through transcreation we ensure your advert, slogan, company name or website copy has maximum impact.

Transcreation is all about making sure your message fits the culture or country you are taking it to.

How does Transcreation work?

Let’s take a simple, real life example. We were approached by a British bank wanting to open up a branch in the UAE. They came to us with ideas on the name of the company, the names of different types of accounts plus marketing and advertising materials. From the start, we could identify the whole thought process was “British”. The company did not understand local Emirati culture, language, aspirations or inspirations. We do.

As a result we completely overhauled the approach and the launch. What did we do?

• Moved away from a transliterated company name to a powerful, meaningful, lifestyle enhancing name with logo
• Carried out in-country research on different names for bank accounts to narrow down to the required four
• Re-wrote all marketing copy for leaflets, posters, signage and website
• Worked alongside the bank’s local advertising company on a consultancy basis

We work with some of the UK’s largest branding, communications, PR and advertising companies. If you would like us to bring our experience to your table, then please contact one of our Relationship Managers.