As the process of digitalization continues in communication strategies everywhere, creative translation is becoming an increasingly essential tool. Though communication itself is important, what really counts is getting through to people. On a global scale, that would be an impossible dream without access to a creative translation service.
Transcreation is a melded word made from “translation” and “creation”. It refers to a translation process involving cultural adaptation of the message from the source language to the target language. The aim of transcreation is to maintain the impact of the original message’s meaning, style, tone and cultural context/implications.
Unlike regular literal translation, transcreation is the art of harnessing the power of words in marketing and advertising, among other areas.
Transcreation requires greater input, expertise and effort from the translator, who must be able to combine:
Creative translation must aim to elicit the same emotions in different languages and cultures.
It requires an ability to rework content from a linguistic and cultural perspective and to adapt it to suit the context of the end user, with a tone of voice that comes across as natural, engaging and impactful.
The overall aim is to convey not just the key information from one language to another, but also the meaning, purpose and intent of the original text.
When is transcreation suitable?
Not all content requires creative translation, yet as the digital world continues to thrive, and with new communication techniques springing up all the time, transcreation is taking on an increasingly important role in effective communication:
These are the main areas of application for creative translation, which can be used as a key strategic lever to boost a company's reputation on the international stage, in keeping with the brand’s communications strategy:
One of the most famous slogans of all time is Nike’s iconic “Just Do It”. Yet to work in all markets and languages, delivering the same incisive, immediate impact each time, Nike had to rely on the contribution of some of the best creative translators in the world.
Our translation agency in Milan, the hub of all things marketing and communications in Italy, offers a specialist creative translation service bringing together:
Our creative translation teams – selected and coordinated by a dedicated project manager for each project – can quickly respond to your requirements with unbeatable quality in all language combinations.
When it comes to transcreation, it’s vital that you turn to expert professionals. Creative translation requires a high degree of skill to ensure an impeccable result in terms of language and the effectiveness of your message, supercharging your communication and brand strategy in any market.
We’ve provided creative translation services to some of the leading advertising and communications agencies in Lombardy, Italy, and around the world for years, thanks to specialist teams selected to suit the specific needs of each client.
Way2Global’s transcreation service makes us the ideal partners for sharing your message around the world.