• Mar 6, 2019

What is Transcreation, and Why is it Essential to Global Marketing?

by Kirsty Byrne Condon


In this day and age, more and more companies are going global with their marketing campaigns. As such, it’s important to ensure your chosen translation agency are experts in marketing translation and transcreation. Transcreation is a specialised branch of translation that requires the translator to be both an expert in marketing and translation. If you ever saw something "weird" about a marketing campaing, that may be due to a bad localization or transcreation, rather than a poor original message in itself.


What is Transcreation?

Transcreation is a unique branch of marketing translation that requires a high level of expertise in both marketing and translation. Used in conjunction with marketing translation, transcreation involves taking the desired cultural reaction to a campaign and creating localized content to evoke this reaction. Usually this translation is very different to the source text, but an expert translator will ensure that it is optimised for the target audience. What’s unique about transcreation is that it involves going beyond simply translation – the translator must be able to understand the culture of the intended audience and write content to target them specifically. This is an excellent investment when embarking on an international campaign, as transcreation protects both the brand’s voice and ethos - elements which are potentially lost in traditional translation.


When is Transcreation Used?

When a brand is localizing their marketing campaign, it’s important not to overlook the importance of transcreation, particularly for slogans, logos and humour. That said, transcreation is suitable for all kinds of marketing activities such as advertisements, landing pages, taglines, branding, videos and more! Not only is it suitable, but transcreation is highly successful in these areas with brands experiencing growth and greater recognition on account of their localization efforts. When a company chooses to make their marketing campaign global, it’s important to recognize that the culture of the target market may differ to that of where the company is based and as a result, marketing materials may need to be changed in order to have an impact.


The Benefits of Transcreation for Globalization

There are many benefits to investing in transcreation, especially during a globalized marketing campaign. Companies who use transcreation will see greater brand recognition on a global scale, as their brand message and ethos won’t be lost or damaged in translation. This drives sales and interest globally, which is huge for a growing business. Interest gained will be more organic and positive, having a hugely positive impact on brand reputation. Customers truly appreciate when a brand tailors directly to their needs and circumstances, rather than just rolling out a huge campaign that has no relevance to their everyday life.


According to Common Sense Advisory, only 30% of language service providers offer transcreation services, demonstrating the high-level of expertise required. This is unfortunate because when employed correctly, transcreation is the obvious choice for global marketing success.


To find out more about our transcreation and marketing translation services, email us at info@creative-words.com.



Kirsty Byrne Condon - Account Manager and world traveller. Usually found working from airports and drinking too much coffee. Passionate about writing, dogs and good wine. "Creativity is intelligence having fun." - Albert Einstein 


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