Service overview

A common question we hear all the time is: What is transcreation? Transcreation, commonly referred to as creative translation, takes the process of translation a creative step further while remaining focused on targeting a set audience.

WHAT IS THE DIFFERENCE BETWEEN TRANSLATION AND TRANSCREATION?

This is another frequently asked question, and understandably so. However, there is a significant difference between the two separate linguistic processes, particularly in relation to high-profile marketing and advertising projects. At first, the meaning of transcreation sounds exactly like that of traditional translation. The transcreator does translate original text into a new language using specialised skills. However, they also develop this process even further in order to effectively and creatively communicate a brand message to a target audience. Translating meaning and translating emotion are two very different actions with different results. Subtle nuances of meaning and structure can often be lost through the process of translation, making creative and punchy copy mind-numbingly literal for the user. In turn, this damages the user experience, narrows the audience from a location perspective, and significantly decreases a product’s conversion rate.

We have an excellent pool of expert copywriters, marketers and translators who can take your brand message to the next level through transcreation, so you don’t have to worry about its complicated and specialised process.

BUILD AN AUDIENCE WORLDWIDE

Transcreation is a complex task, requiring high levels of intelligence, attention to detail, and a creative writing strategy. This is why businesses should invest in bespoke transcreation services like those offered by Global Lingo. The individual producing a transcreation must understand the desired outcome of the product they are translating, because they have been granted the freedom to make significant changes to it throughout the entire transcreation process. When carried out efficiently using expert knowledge and a creative mindset, transcreation makes a product accessible worldwide, eliminating cultural barriers and maximising user engagement and conversion rates as a result. It is an invaluable tool for marketing and advertising because it ensures that audiences are captivated by a brand’s creative language at a global scale.

Global Lingo Features

We offer a diverse range of transcreation features to ensure that your brand message has wow factor and is communicated to a worldwide audience. These include:

  • We have an extensive pool of linguists covering over 150 languages. Our linguists come from a broad spectrum of backgrounds and subject expertise. They are all exceptionally experienced in creating innovative, awe-inspiring copy, ensuring language nuances are not lost amidst translations.
  • We only use native speakers who are experts in their field. Every linguist is vetted and tested to ensure that they have the capacity to handle creative copy.
  • For items that require an extremely creative approach, we offer different transcreated options with English back-translations. This enables the client to select the most suitable option based on word use.

Global Lingo’s Approach

At Global Lingo we offer a simple yet effective approach to ensure that you wow your audience with words across every country in the world. Our approach includes the following:

  • In Transcreation, a linguist focuses on conveying an array of information while evoking the emotion and nuances of the source language. As a result, our approach is far more creative than regular translation. It is not constrained by the source language.
  • Our linguists are exceptionally adept at altering their writing style and following a creative brief. With glossaries and style guides capturing the preferences and requirements of our clients, we ensure that writers use the correct tone consistently throughout their content.
  • In several cases, non-linguistic steps may be required after translation. For marketing campaigns, we often replace and edit the image or the video content to better appeal to our target audience and be respectful of cultural differences.

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The transcreation process is managed end-to-end through GloZone, our dedicated client portal, which centralises all operations, regardless of time zone and location.

Visit our case study section to view examples of our transcreation work and discover the advantages a global supplier can bring to your business. Global Lingo can offer bespoke solutions to accommodate your transcreation requirements.

We strive to be far greater than the average creative translation agency. Contact us for a free consultation and further information or request a quote via the button below.

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