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Transcreation Services

Take Your Creative Marketing Content Global

Your creative marketing content demands quality and precision beyond the capabilities of standard translation. With transcreation, those demands can be met.

Transcreation is the process of recreating precise brand content for multilingual consumption. Standard translation and localization services don’t effectively preserve the creative and emotional intent of content that allows it to best resonate in other languages and cultures. Transcreation adapts the intent of the original text based on cultural nuances, ensuring it will be successful internationally.

Content types to consider for transcreation:

content types for transcreation

 

 

 

Creating good marketing content can be costly. But you must often pay a premium for valuable content that strongly connects with your audience. So protect your investment and provide a consistent global customer experience with Lionbridge transcreation. Our dedicated in-country professionals are experts in linguistics, marketing, creative copywriting, and design. And they’re trained to transcreate content for all your marketing needs.

Choosing the right type of translation: Marketing Translation, Transcription, or Copywriting

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Why is transcreation so important?

Bilingual professionals with marketing experience can take concepts from a source language and precisely recreate them for specified target languages. These in-country experts understand the messages being conveyed and transcreate them with the same impact as the original text. Standard translation doesn’t work for creative marketing content because cultural and linguistic nuances make it difficult to replicate the original content’s true intent.

When should you transcreate content?

As a rule, transcreation should be used when the success of localized content relies on maintaining the essential meaning, voice, and style in another language or within another culture. Another important reason for transcreating is to ensure the highest return on your localization investment.

The transcreation process: How it’s done

Lionbridge’s transcreation process begins with a review of your content to determine whether transcreation is appropriate. Once this determination is made, the next step is to quote a price depending on the size and breadth of the content. To ensure the expectations are properly set there is a transcreation checklist used to provide specific direction as to how you envision this project. This is part of the Linguistic Validation Process, as it is commonly known. Also part of this process is the creative brief which is a key input document from the client where the requirements are established.

At this point in the process, the in-country transcreation professionals begin their work. These bilingual transcreators specialize in taking a source language marketing message and customizing it for a target language. They analyze a creative brief, identify differences in language, culture and consumer behavior in order to create an end result that elicits the same reaction as the original content. The end result benefits from the transcreator’s local insight and understanding of cultural nuance.

Once complete, the revisions and recommendations are reviewed with the client to ensure accuracy. After the client’s approval, the transcreated end product can then be implemented.

Supporting languages the world over

Take advantage of our diverse pool of in-market specialists who are equipped to handle transcreation in more than 100 languages—covering all of the most widely spoken around the world. Speak with a Lionbridge professional today about your transcreation needs.