Transcreation

Transcreation

BRINGING MARKETING TRANSLATIONS TO A NEW LEVEL

source text serves only as a point of departure

The relatively new term ‘transcreation’ applies to translation projects where the intended effect of the text is paramount, while following the source material is not necessarily important, and the linguist is entitled to leave out or even add parts to the translation.

For marketing and sales messages

In transcreation, the source text serves only as a point of departure, but often the target text is very far from it in structure, order or even length.

This is the case when translating slogans and sales or marketing messages – they are meant to evoke the same associations and the same effects in the target audience that were conceived by the writer of the original text.

How we work

Reception of materials
Files can be sent to us via e-mail or our secure client portal for greater data security. We receive instant notifications about new requests, and the assigned Project Manager starts to work on the quote immediately.
1
Preparation of the files
The files are converted into translatable (bilingual) format in the given CAT software for faster processing and more convenient handling on the translator's side.
2
Analysis of the files
Although transcreation is often charged on an hourly basis, it is obviously important to estimate the amount of work needed, so we prepare a detailed analysis about the files, which is used as a basis for the billing.
3
Selecting the appropriate transcreator
It is important that transcreation projects are performed by experts who have a different mindset from specialist translators. A professional translator is not necessarily a good transcreator, so we handle this task type separately.
4
Quote
Once the optimal deadline, the cost and the team are known and established, we issue a detailed quote that the client can confirm. For recurring clients, the prices are fixed and separate quotations are not required to speed up the process.
5
Confirmation
In case the client wishes to impose different terms and conditions (e.g. shorter timeframe), negotiations are made until an agreement is reached, and the client confirms the order.
6
Transcreation
The transcreation step is a kind of 'free translation' where the linguists distance themselves from the source text and concentrate on reproducing the meaning and the effect of the original. Fluency and naturalness are essential, while following the original structures and solutions can be an obstacle.
7
Bilingual review
In transcreation, the review step is rather a linguistic check that respects the creative decisions made by the transcreator. However, it also needs to be done by a linguist who is experienced in such assignments, because the linguistic corrections need to be made without impacting the fluency of the text.
8
Quality assurance
In this step there is a double QA (quality assurance) check which consists of both manual and automated checks, in order to eliminate any leftover mistakes from the initial transcreation and the bilingual review steps.
9
Delivery to the client
Once all of the steps are finished and the files are finalized, the Project Manager delivers the target files via e-mail or the secure client portal (of which the client receives an instant notification).
10
Handling of queries after delivery
In case of eventual questions or remarks, the dedicated Project Manager takes care of any additional steps – the client can contact them directly, and action is taken immediately.
11

Our strengths

Translator proficiency is constantly monitored and maintained

Over 400 linguists ready to help at any time

Two individual quality checks at the end of every project

We take care of multilingual projects into 26 target languages on a daily basis

We are a regional provider with a strong local presence - these languages are our main focus and strength

What can we do for you?

Lepahin Péter
+36 30 479 6785
+36 30 479 6785
Brigitta Huszka