Transcreation has become the most widely adopted method of converting global brand messages. It combines the disciplines of copywriting and translation, though it is distinctly different from both. Transcreation is the conversion of a marketing concept from one language to another, while staying loyal to the original brand message. Translation is a more strict conversion of the original text, and in-language copywriting often involves creating a completely new conceptual message in another language.
Unlike translation, transcreation does not attempt a word-for-word conversion from one language to another. In fact, most attempts to do so in a marketing context fail due to a lack of attention to variety of external factors. The goal of transcreation is to achieve the same reaction in each target language and market. GLOBO transcreators are not only fluent in the source language and translate into their mother tongue, but they also have creative dexterity and conceptual talent that comes from experience with marketing and copy material.
Your message may be subject to regulatory requirements, or it may involve technical or instructional material. If so, translation may be the appropriate method of handling your content. Whether it’s a user manual, a pharmaceutical brand website, or a technical specification, we deliver on time and on budget. For more on translation, please see our Translation & Localization service page.
When you need an entirely market-focused message, our in-market copywriters create messaging for all media. From short copy to through-the-line campaigns, we will work from your original agency brief. It’s also critical that your brand or product name doesn’t miss the mark for your intended audience, so we will analyze and make recommendations based on your choices, or develop completely fresh ideas that make sense.
With GLOBO, you’ll be working with more than just a world-class translation company; you’ll have us as your global marketing partner. GLOBO can help you extend your reach in over 200 languages with:
- Strategic Services
- Cultural and Creative Consulting
- Global Brand and Messaging Research, Analysis and Recommendations
- Brand and Product Naming
- SEO and Keyword Glossary Development
- In-Market Online Community Monitoring and Support
- In-Market Online Interaction
- In-Market Brand Ambassadors and Event Coordination
- Language Support by Phone, Email & IM for Customer Contact Centers
- Translation and Localization of Content
- Dynamic Translation and/or Analysis of Verbatims and Points of Feedback
- Conversion of Terms for Consumer Sentiment and Listening Services
Contact us to learn more.