TRANSCREATION: WHERE TRANSLATION AND COPYWRITING MEETS
Transcreation is a portmanteau of the words translation and creation, and could be described as a combination of translation and copywriting.
Generally used in the advertising and marketing sectors, the process of transcreation involves adapting the meaning of the original text, by rethinking and rewriting it in a way that suits the brand’s sales and communication objectives. Transcreation thus enables the translation of concepts and the desired emotions and reactions to be invoked in the target audience. Just like copywriting, it can be used to create inspiring and engaging content.
Transcreated content will incite the consumer to carry out a certain action (for example, placing an order, subscribing to a newsletter, or even just leaving a comment). Furthermore, transcreation allows you to ensure the consistency of your message across all your markets, while also avoiding potentially expensive cultural faux-pas…
A THOROUGH UNDERSTANDING OF THE SECTOR AND YOUR BRAND UNIVERSE
As transcreation is intrinsically linked to the advertising sector, it is not only essential to have a good understanding of the relevant product or service, but also to be familiar with your client’s brand universe. This is why I ask new clients to complete a short questionnaire to help me define their identity. I also suggest that they provide me with any materiel they believe may be useful for producing French content (such as a style guide, brand book, etc.). If requested, in certain cases, I will even visit the client’s premises for an immersive orientation regarding their brand universe. Finally, wherever possible, I collaborate closely with my clients’ marketing teams throughout the transcreation process to better understand the objectives of the campaign and identify any creative challenges that may arise during adaptation for the French market.
WHAT WOULD YOU NEED TRANSCREATION FOR?
Transcreation from English into French allows your brand universe to be recreated in French, so as to both increase sales and gain loyal new clients through the creation of inspiring and engaging content. This service is particularly suited to content for marketing purposes or that is designed to invoke emotion:
- Slogans, lead-ins
- Home pages, websites
- Newsletters
- Advertising scripts
- Product names
- Audio-visual productions
- Literary productions
- Brochures
