Words are not just words

Transcreation

> noun a concept used to describe the process of adapting a message from one language to another, while maintaining its intent, style, tone, and context.

Transcreation

Four differences between
transcreation and translation

Unlike translation, which focuses on replacing the words in one language with corresponding words in a new language, transcreation involves reimagining your content so that it better resonates with a different culture or wider international audience.

ONE
TRANSCREATORS GO WHERE TRANSLATORS FEAR TO TREAD

The transcreation services team at Marketing Deluxe is made up of multidisciplinary experts, including translators, copywriters, editors, proofreaders and industry experts. Together we capture the essence and emotion of your message and recreate it in another language. We’re aiming for emotional equivalence to communicate the essence of you.

We work closely with the other departments at Marketing Deluxe to convey your message even where there is not direct translation or cultural hook, and to ensure it does the job it needs to. Even the most beautifully written text is no good if it does not help sell your product! As a team, we are able to ping-pong ideas and define what lies at the heart of your product.

TWO
Transcreators love a team
THREE
The transcreation services team at Marketing Deluxe is there for you from the moment your project is born

We roll up our sleeves and get stuck into strategic planning before a single word has been written. We love a brainstorming session: Need a new name for your restaurant with cross-border, cultural and market appeal? We’re your go-to guys! Branding is key: nobody wants to end up the US company whose product’s brand name translated into Spanish as ‘Jackass Oil’ – oops!

An obvious example would be nudity or semi-nudity, both male and female. In some places, this can really push sales, while in others it’s a total turn-off. Similarly, visual fashions differ, so we need to be aware of trends across countries to achieve optimum solutions. The transcreation team advises on the potential acceptance and resonance of the imagery we use.

FOUR
Transcreation can also be about the visual impact of your message.

A day in the life of a transcreation

Once we’ve established positioning, branding and a house style, we get on with the daily graft of producing your copy, press releases, brochures, web pages, newsletters, blogs …

So what happens?

Let’s take a blog as an example: A blog, written in German and based on the client’s brief, needs to be turned into English (or French, Polish, Dutch, Italian …) copy.

Obviously, it has to be a good read, but it also needs to work really hard to produce results for the client. In this, hypothetical, case, the blog is ostensibly an article about the benefits of freshly pressed juice – but its deeper purpose is to market the client’s brilliant, brand-new seven-day health break.

So what happens?

Let’s take a blog as an example: A blog, written in German and based on the client’s brief, needs to be turned into English (or French, Polish, Dutch, Italian …) copy.

Obviously, it has to be a good read, but it also needs to work really hard to produce results for the client. In this, hypothetical, case, the blog is ostensibly an article about the benefits of freshly pressed juice – but its deeper purpose is to market the client’s brilliant, brand-new seven-day health break.

The first thing we do is translate the text.

All our translators use state-of-the-art methods, which, together with glossaries and house-style sheets, allows us to maintain consistency and quality across the board. The resulting translation is checked for accuracy by another translator, then edited for style, and may be entirely rewritten to better achieve its purpose: a raised profile for the seven-day health break.

This is a hugely important task: a comma in the wrong place could destroy your message! The native speakers then discuss the strategy with the graphics and online team to ensure that the final product truly reproduces the emotion you want to convey in both words and images. Before we can publish, however, we go through it one more time, checking for errors (again) and making sure that the chosen imagery works with the text.

Then it goes to the next expert for proofreading.

We can do this thanks to the team’s wide range of subject specialisms, high levels of experience, understanding of different international markets, and the profound product knowledge we acquire by being fully integrated in marketing deluxe’s strategic vision.

So, next time someone suggests you use Google Translate to produce your international marketing materials, ask yourself this: will the result reflect my and my product’s specific and unique ‘voice’? And will it help me achieve my objectives?
“I find young people incredibly stimulating and I’m always on the hunt for their new and exciting words, expressions and ways of seeing.”

Karen Waloschek

Transcreation-Karen-
“I find young people incredibly stimulating and I’m always on the hunt for their new and exciting words, expressions and ways of seeing.”

Karen Waloschek

CV SPECIALISMS
  • Studied Linguistics at University of York
  • Institute of Linguists Post-Graduate Diploma in Translation
  • Past clients include: Institute for German Legal Sciences, Book Creation Services Limited, Grapevine Publishing Services, Mediopolis GmbH, Friedr. Vieweg & Sohn Verlagsgesellschaft mbH, Könemann Verlagsgesellschaft mbH, Leipzig Fair Agency, Bain & Co, Jenoptik, Dritte Österreichische Triennale zur Fotografie, Michael Wilford & Partners Ltd, Bain + Bevington Architects Ltd, regional tourist boards, Reader’s Digest Germany, Reader’s Digest Australia, SK Associates, Nationwide Training and Safety Services Ltd, Peterborough City Council, Theater Triebwerk, Astrium GmbH, House Media Ltd, The Art Newspaper, TASCHEN GmbH, Transport for London

  • Ongoing programme of continuous professional development including courses in creative writing and copywriting
  • A member of the Marketing Deluxe team of experts since 2013
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