Whether it’s a technical tutorial or a compelling subject line, crafting successful content takes care. The right word in the right place (or indeed the wrong one) can be make or break. Transcreation ensures that your message lands exactly as intended, in any language.
Whether it’s a technical tutorial or a compelling subject line, crafting successful content takes care. The right word in the right place (or indeed the wrong one) can be make or break. Transcreation ensures that your message lands exactly as intended, in any language.
Transcreation vs translation
what’s the difference?
what’s the difference?
Transcreation or creative translation is much more than word-for-word translation.
The goal of transcreation is to adapt original source copy, taking into account the cultural context and linguistic nuances that will deliver maximum impact in a particular language.
The goal of transcreation is to adapt original source copy, taking into account the cultural context and linguistic nuances that will deliver maximum impact in a particular language.
The real trick
Our team excels at delivering thoughtfully transcreated content that retains your brand’s tone of voice and achieves the goal of the original content. Leveraging our professional backgrounds in marketing, copywriting and content production, we work together with our community of highly experienced transcreators to ensure the purpose and context of source content is understood and remains integral throughout the transcreation process.
Our team excels at delivering thoughtfully transcreated content that retains your brand’s tone of voice and achieves the goal of the original content. Leveraging our professional backgrounds in marketing, copywriting and content production, we work together with our community of highly experienced transcreators to ensure the purpose and context of source content is understood and remains integral throughout the transcreation process.
The result?
Engaging, multilingual content that resonates with and inspires your audience, wherever they are in the world.
Engaging, multilingual content that resonates with and inspires your audience, wherever they are in the world.
Transcreation services
We often see localisation treated as an afterthought, without the same best practice care and attention as the creation of original source content.
We often see localisation treated as an afterthought, without the same best practice care and attention as the creation of original source content.
This approach can lead to poor results. It’s easy to assume a direct translation of source copy will do—that a quick ‘google translate’ can provide the word or term required.
We come across this frequently, even with clients who have an internal or external translation solution. But a ‘google translate’ approach cannot account for, among other things, terms that remain in English in certain languages, or require the correct gender or formality to be applied depending on context.
The impact? It’s the difference in how your brand is perceived and whether you’re turning your international audience on or off.
This approach can lead to poor results. It’s easy to assume a direct translation of source copy will do—that a quick ‘google translate’ can provide the word or term required.
We come across this frequently, even with clients who have an internal or external translation solution. But a ‘google translate’ approach cannot account for, among other things, terms that remain in English in certain languages, or require the correct gender or formality to be applied depending on context.
The impact? It’s the difference in how your brand is perceived and whether you’re turning your international audience on or off.
- Style guide creation
- Review/QA of web, app and tool copy in situ
- Pre-drop proof review of outbound marketing content
- Technical QA and functional testing for bugs
- Adapting localised content to specific platforms
- R&D product naming/market specific localisation
- Integration of region-specific keywords into SEO content
- AI vs human transcreation guidance
- Style guide creation
- Review/QA of web, app and tool copy in situ
- Pre-drop proof review of outbound marketing content
- Technical QA and functional testing for bugs
- Adapting localised content to specific platforms
- R&D product naming/market specific localisation
- Integration of region-specific keywords into SEO content
- AI vs human transcreation guidance
In addition to core transcreation services, we provide crucial end-to-end localisation project management and quality reviews that are the difference between getting it done and getting it right.
In addition to core transcreation services, we provide crucial end-to-end localisation project management and quality reviews that are the difference between getting it done and getting it right.
The big question – AI?
At least for now, only human beings have the insight, understanding of subtle nuances, and the emotional intelligence required to craft high-quality, gender specific, impactful transcreated content. However, there are definitely instances where AI tools can be useful.
At least for now, only human beings have the insight, understanding of subtle nuances, and the emotional intelligence required to craft high-quality, gender specific, impactful transcreated content. However, there are definitely instances where AI tools can be useful.
The trick is knowing when and how to apply them successfully.
All our MT translations are post edited by our engaged team of talented transcreators, and for repeat work by a dedicated team member for consistency and brand guardianship.
Taking a holistic approach to global content strategies ensures we deliver our clients the best outcome, quality and price – everytime.
All our MT translations are post edited by our engaged team of talented transcreators, and for repeat work by a dedicated team member for consistency and brand guardianship.
Taking a holistic approach to global content strategies ensures we deliver our clients the best outcome, quality and price – everytime.
We only use MT tools to produce transcreated content for specific content types, where a lighter-touch will work.
We only use MT tools to produce transcreated content for specific content types, where a lighter-touch will work.
CASE STUDY:
VIDEO SUBTITLES –
A COLLABORATION WITH AI
The problem:
The time and cost of transcribing and transcreating long-form video subtitles can be prohibitive. But video content is a highly effective way to engage customers.
The solution:
Use an AI tool to generate a basic transcript that can be reviewed and edited by our professional transcreators ensuring high quality content, without the time constraints and painful price tag.
The problem:
The time and cost of transcribing and transcreating long-form video subtitles can be prohibitive. But video content is a highly effective way to engage customers.
The solution:
Use an AI tool to generate a basic transcript that can be reviewed and edited by our professional transcreators ensuring high quality content, without the time constraints and painful price tag.
Our work
Your transcreation team
In-market
In-market
Certified
Certified
Invested
Invested
Our burgeoning community of transcreators are carefully selected for their experience, interests, expertise and niceness.
Our burgeoning community of transcreators are carefully selected for their experience, interests, expertise and niceness.
We only work with top-tier talent.
We only work with top-tier talent.