A certain type of translation exists that involves the translator taking on the role, for all intents and purposes, of copywriter. We are talking about more creative translations, also called transcreations. It is a technique that finds its ideal application primarily in translating creative marketing content. As a translation agency specialised in creative marketing content, this challenge is our daily bread and butter: but, let’s look at a few aspects more closely.
What does marketing have in common with a translation agency?
Marketing has become quite a generic term and - if truth be told - also somewhat abused. In this specific context, we are referring to marketing as copy and content which you use for selling your product: an advertising or promotional campaign or also content for your website and blog.
This creative content requires time, effort and brain scratching to see the light of day. Therefore, it’s necessary that also the translation reflects this commitment and is carried out to the highest standards. The translation of marketing content requires both impressive linguistic and writing skills and a touch (ok - perhaps a bit more than a touch) of creative flare. It also requires a great deal of background study, both for discovering the original tone of voice for reproducing it in the target language, and for gaining in-depth knowledge of the product (or service) being sold.
Transcreation or translation: this is the dilemma
For marketing purposes, it’s clear that a “classic” translation simply doesn’t make the cut. Or, put in another way, it’s not the optimal solution to which you should aspire. If quality is your benchmark, as it is ours, then your marketing copy and content may need to be transcreated to the target language. Transcreation is a composite term deriving from the words “translate” and “create” or, the act of translating to change language but, at the same time, creating and fashioning the content, making it perfect for the target audience.
What we offer as an agency specialised in creative marketing translations.
Getting down to brass tacks, as a translation agency specialised in creative marketing, for starters, we can offer you several guarantees: