Transcreation: Getting Your Message Across

To connect and engage with your multilingual audience, you have to communicate with them in meaningful ways. This means that the copy you write needs to be professionally translated and, in some cases, transcreated to resonate with your audience.

But, wait, what is transcreation and how is it different from translation? 

Transcreation is a type of translation typically used for marketing taglines, product names, brand slogans, movie titles, or other materials where the original meaning and intent needs to be re-created in its target language because a literal translation doesn’t exist for the audience. Transcreation allows the translator more creative freedom to convey the meaning behind the content across languages.  

Transcreation Process

Transcreation often starts with a creative brief, just like copywriting or marketing projects. We first need to understand the intent behind the source content. So, instead of translating a slogan word-by-word, for example, we understand the meaning of the slogan in the source language, describe it, and then recreate the meaning in another language. 

Sometimes, with transcreation, the content in the target language could use a completely different set of words than the original. But, the translation will preserve the intended effect on your audience. 

Understanding the cultural nuances of the language and region of the intended audiences proves key to the transcreation process. Preserving the intent, context, and tone of the original message through transcreation avoids translation mishaps. 

Share a Coke
Share a Coke campaign has been a great success internationally due to localization and transcreation. Photo source: bevindustry.com

We’ll use an example from Coca Cola to illustrate the points about the importance of transcreation. When Coca Cola’s “Share a Coke” marketing campaign launched in the U.S., it used labels with popular American names on them to create a personal connection between the consumer and the brand. When Coca Cola expanded into China, using popular names on the bottles would not have had the same personal effect as it did in the U.S. This is because it’s more common in China to address someone using a surname and not a first name. So, they could have used surnames instead, but, Coca Cola thought this didn’t quite convey the “personal connection” idea of the original campaign. So, in China, instead of translating the names in the U.S. campaign, or even using names at all, they transcreated nicknames like “friend” or “buddy” on the labels. This is a great example of how transcreation can help bridge the gap between language and culture while staying true to the original messaging and intent.

We partner with you to understand your unique project goals and identify which content needs to be translated, localized, or transcreated. Most of the time, a combination of some or all of the services are used when we work on marketing translation or movie subtitling projects.

If you want your message to resonate with your audiences around the world, contact us. We’d love to discuss your project goals!

Connecting Authentically with Multilingual Audiences

December 4, 2019

One in five US residents speaks a language other than English at home, and just a quarter of internet users across the globe are native speakers of English. According to the American Marketing Association, organizations that limit their marketing strategies to one language are missing out on a significant opportunity to connect with and engage …

Connecting Authentically with Multilingual Audiences Read More »

The Impact Behind the Numbers

November 27, 2019

As a translation agency, we talk a lot about numbers: number of words, number of minutes, number of pages, number of files. We use these quantities to calculate price and turnaround, to determine which projects to go to which project manager, and to decide what to assign to which linguist. This year, we’ve already translated …

The Impact Behind the Numbers Read More »

A Positive Attitude Sets You Up for Success

November 25, 2019

At Multilingual Connections, we work with talented linguists from across the globe who are experts in translation, transcription, and/or multimedia localization. Our linguists also have industry knowledge and experience – some have spent years doing legal and law enforcement transcription, while others were subtitling movies, and more. We leverage our linguists’ expertise and pair each …

A Positive Attitude Sets You Up for Success Read More »

The Human Cost of Cheap Transcription Services

November 19, 2019

For those involved in the professional audio transcription world – like us – last week’s news that Rev.com was slashing minimum pay rates for freelance transcriptionists was quite the topic of conversation, both online and off.

One Thousand and One Dialects: On the Varieties of Arabic

November 5, 2019

Arabic may be the sixth most commonly spoken language in the world, but Arabic<>English transcription, translation, and multimedia services currently make up the second-largest volume of work that we do here at Multilingual Connections behind Spanish<>English. To support our growth in this language pair, we even have a bilingual Arabic- and English-speaking team that provides …

One Thousand and One Dialects: On the Varieties of Arabic Read More »

When Opportunity Knocks, You Answer

October 24, 2019

Multilingual Connections works with talented linguists from across the globe who are specialists in translation, transcription and/or multimedia localization. Our linguists also have industry knowledge and experience – some have spent years doing legal and law enforcement transcription, while others were subtitling movies, and more. We pair each project with the best linguist for the …

When Opportunity Knocks, You Answer Read More »

Celebrating Five Years of Growth and Leadership

October 7, 2019

At Multilingual Connections, it’s our international team of passionate and curious professionals that makes us who we are. Each team member brings their unique perspective and experience – both professional and personal.

The Many Metaphors of Translation

September 30, 2019

It may be tempting to think of translation as a simple conversion of one language to another. But for those who are inclined to roll up their sleeves and take on the tricky business of translation, there is certainly no shortage of challenges to keep them second-guessing their choices on the page. Different languages contain …

The Many Metaphors of Translation Read More »

Translating with Style: The Benefits of Using a Style Guide

September 24, 2019

Translation is far more complex than a simple mechanical conversion from one language to another – and without a clear set of guidelines for translators, it can be very tricky to produce a translation that satisfies a client’s expectations. With that being said, it’s important to solidify and communicate these expectations in a written translation …

Translating with Style: The Benefits of Using a Style Guide Read More »

“Where There’s a Will, There’s a Way”

September 20, 2019

Multilingual Connections works with talented linguists from across the globe who are experts at translation, transcription and/or multimedia localization. Our linguists are also industry professionals – some have spent years doing movie subtitling, others legal and law enforcement transcription, while others specialize in marketing translation, and more. We pair each project with the best linguist …

“Where There’s a Will, There’s a Way” Read More »

Our Clients

Your Success is Our Success

We succeed when we help you understand, engage and grow your audience – and accomplish your business goals.

Relationships, Not Just Transactions

Sometimes you’re going to want to pick up the phone with questions, schedule a video chat or meet in person, and we welcome it!

Let us be your trusted partner

We believe in building long-term partnerships and finding the right solutions for your needs. We value our clients as partners and appreciate the trust they place in us.

radio-flyer-client
google-500
client-logo-barilla
client-logo-nbc
client-logo-fs
Major_League_Baseball
client-logo-nu
client-logo-cc
client-logo-prc

Office Location

Multilingual Connections
847 Chicago Ave Ste 250
Evanston, IL 60202, USA

Tel: +1-877-292-5264
Tel: +1-773-292-5500
Email: contact@mlconnections.com

Scroll to Top