Transcreation and adaptation services

Transcreation and adaptation

Companies turn to transcreation when they are seeking to sell their products and services not just locally but on a variety of national markets. Transcreation may be performed on marketing copy, trademarks, brand names, slogans or other marketing materials. Before releasing advertising campaigns on foreign markets, companies must remember that every foreign market has its own specific features requiring content adaptation. These features may not be readily noticeable or even known to people from other countries, regions or geographical areas, but they must be taken into account when creating content in order to avoid various issues.

Transcreation involves not only creative translation, but also adapting content. The focus is not on literal translation but rather on reworking the copy in such a way as to preserve the main message and idea, as well as the style, tone and context of the original, while also repackaging the information to suit the specific foreign market. In addition to reworking the text, the creative adaptation process often requires changes to be made to the accompanying graphics, fonts, and so on, to ensure that they are appropriate for the target market.