Transcreation consists of being faithful to the idea, to what is being translated. Transcreation is attentive to the structure of the text, the tone, the objective, and the context.

In other words, a professional transcreator’s approach goes far beyond simply being faithful to the language. The territory of transcreation ventures into the intratextual structure – the intracode that exists in each written line or word spoken in a video.

That is why Transcreation is also known as "creative translation", because the essential and intrinsic elements of each text are kept, ensuring that the purpose for which the text was created will be the same even after adaptation to another language.

The term recently emerged within the marketing industry in association with globalisation, which required the adaptation of marketing campaigns for diverse countries and languages ​​where the brand was present. The process itself, associating creative copywriting with translation, comes with benefits such as:

Only humans can do it:

Even though machines are evolving, transcreation calls for creativity. Therefore, it calls for the power of copywriting, a trait that is exclusively human (or has been so far). This means that automatic translation cannot achieve the same end result as transcreation;

Adaptation of the entire structure:

When hiring a quality translation service, endowed with transcreation, all content will be adapted, including images, symbols, quotes, the rhythm of the text – all content, in its minutiae, will be taken into account;

Expected result:

When you hire a transcreation service, the result you receive is always what you expect – content in another language. Through creative translation, the essential idea remains intact, without distortions or with greatly reduced changes to the meaning of the original content;

Purpose of content maintained:

Finally, transcreation, through creative translation, also maintains the text's own purpose: if the content is informative, it will remain informative; if you have brand marketing as your goal, it will still happen, as planned.

This technique is recommended for the creative translation of websites, marketing campaigns and collateral.