Expand confidently into LATAM and Spain with campaigns that connect, convert, and scale

Transcreation, also known as creative translation, re-writing or trans-adaptation, is the added-value language service by means of which a brand and its product can elicit the same response from a new target audience with their international messaging and campaign. Behind this outcome lies a highly creative, multi-disciplinary, cross-cultural process tailored to fit the commercial needs of that specific brand and its product.

Translation focuses on conveying meaning from language A to language B, while transcreation focuses on recreating the impact of the source text in the target culture. A good translation will produce an accurate version of the source text in the target language, serving its purpose best in industries such as law, technical, medical, economy and finance. A good transcreation has the same effect on the target audience as that produced by the source text, which is why transcreation is widely used where eliciting conversions among a consumer segment is essential, such as in marketing and advertising, film and cinema, and video games.

A great example of transcreation comes from the widely known 1982 advertising campaign by Coca-Cola: Coke is it! This slogan was transcreated differently depending on various target Hispanic cultures. For example, in Argentina, it became “Coca-Cola es sentir de verdad.” In Chile and Colombia, it was “Es sentir de verdad,” while the Spanish for Spain version goes. “Coca-Cola es así.”

Using professional transcreation services can help Global Brands safeguard their reputation and profitability when exporting their product to a new market. Transcreation keeps the rhetorical style, tone of voice, intent, and emotional impact of the source message, all while ensuring it stays context-appropriate, culturally adequate, and consistently on brand across channels.

Use transcreation to have your brand feel local even when going global. Transcreation helps ensure your message deeply connects with your target audience and elicits the same response as your source message does. It’s the cross-cultural service for Global Brands intending to successfully reach out to their worldwide audiences with slogans, taglines, mobile-app campaigns, social media ads, video scripts, and website copy that are engaging and culturally relevant.

The price of a transcreation project can vary depending on several factors, such as language pair, time and urgency, scope of the campaign, brand visibility, and the transcreator’s level of expertise.