Transcreation is the merger of two words: translation and creation. So, it basically combines translation and copywriting for highly optimised advertising and branding materials.

Elements of the material and messaging are changed as needed to keep the same overall emotional impact on an audience with a very different culture. It is vital to understand the target market and carefully tailor the message using suitable language, style, and tone for optimal appeal and effective messaging.

For transcreations, the translator also needs a comprehensive understanding of the company, brand, product, or service. Therefore, it is very important, that the client facilitates this information in a briefing and in online meetings or phone calls to discuss the project. Also, a person on client side should be assigned, who is available to answer questions that arise during the transcreation project.

Before scheduling an online meeting or a phone call with a translator, it’s recommendable that you create your project briefing.

Information that can be useful:

  • Planned starting and end date of the project.
  • Dependencies of the project – for example, the date of a new product launch, planned German Google Ad campaigns, company anniversaries, etc.
  • Contact person for questions after project kick-off.
  • Should all the client communion be in English?
  • Which communication channel should be used: E-Mail, Skype, etc.?
  • Is it a completely new market entry or does the company already have German clients, German marketing materials, keyword lists, glossaries, etc. that should be taken into account?
Jelena Morgan

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