What is Transcreation?

As the name suggests, Transcreation is basically a “Creative Translation” whose primary focus is to convey the emotions and concepts of the original text by using imagery and expressions that will resonate with the target audience.

The purpose of Transcreation is to support global and multicultural marketing and advertising campaigns by transcending the boundaries of culture and language.

What’s the main difference between translation and transcreation?

The main difference between standard translation and transcreation is that the later may deviate considerably from the wording and format of the original text.

When to use Transcreation Services?

Transcreation is typically used for marketing, advertising or publicity content, including but not limited to the following:

  • Slogans
  • Web banners
  • Advertisements
  • Flyers
  • Brochures
  • Web promotions
  • Web content
  • Radio and TV commercials (combined with voice-over services)

Transcreation Services at Arancho Doc

It is important to understand that our Transcreation Service is offered as an alternative to Translation and not in addition to Translation, i.e. we do not offer a 2-step process of Translation + Transcreation.

The Transcreation Brief

Before embarking on the first Transcreation Project, we recommend holding a Kick-Off Meeting during which we can gain a better understanding of your needs. We will also ask you to complete our Creative Brief Template.

On the basis of your Creative Brief, the Transcreator will then analyse the source text and will decompose the message into its essential elements, in order to recreate it in the target language.

Local Validation

We also recommend to involve local in-country representatives in the transcreation process, as they are without doubt the best-placed people to verify and validate the transcreated content.

For more lengthy transcreations, you might like to consider our Local Validation services. This optional service will streamline the review process and ensure that any requested changes are considered for future transcreation jobs.


Upon delivery of the Transcreation, we will also provide you with a Transcreation Report that will explain the reasoning behind our choices. When required, we may also provide a Back Translation (a literal word-for-word translation of the transcreated text).

This is particularly useful if you work within a centralized global marketing team and want to maintain control over how your message is actually being communicated.

If desired, for more important or strategic projects (such as a slogan or strategic promotion) we can also provide 2 or 3 alternative transcreations so that your local representatives are able to choose or test varying styles and approaches.

Transcreation Process


Who are our Transcreators?

At Arancho Doc, our Transcreators:

  • are bilinguals that possess an excellent knowledge of both the source language and the target language;
  • have a thorough knowledge and are sensitive to the culture and conventions of the target market;
  • are excellent creative writers who may either be copywriters or experienced marketing translators.

If you have any question regarding transcreation or are interested in learning more about this service, please feel free to contact us.

By | 2017-06-06T13:17:08+00:00 September 8th, 2010|Marketing Material, Online Content|

About the Author:

The Arancho Doc Group is a recognized force within the international language industry. Headquartered in Bologna, Italy, the Arancho Doc Group provides language services and solutions to large corporations and multinationals from its strategic network of offices across Europe. By combining innovative technological solutions with in-depth knowledge of translation and localization processes, Arancho Doc is the ideal long-term language and communication partner of global companies. Arancho Doc is an SAP Partner and is certified according to the ISO 9001 and ISO 17100 Quality Standards

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