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Transcreation

TRANSCREATION

Share your message with Spanish speakers and connect with your clients’ emotions.

T for Translation adapts your marketing content so you can connect with your audience and attract clients in the Spanish-speaking market.

Advertising has changed a lot in recent years. We’ve gone from promoting “the best products and services” to evoking visions of how the experience and sensations stirred by that new acquisition will change our lives. We’re not as interested in what we’re buying anymore as what it will do for us.

The quality of today’s content has evolved, and it’s plain to see that a good communications strategy is essential to a successful business. It’s clear in your own language, anyway.

Do you work with international brands at an advertising firm?
Do you want to broaden your company’s horizons?

The most common mistakes

Yet the same old errors repeatedly sabotage the time and money invested in impeccable marketing materials. There are consequences when the vital importance of a good translation goes disregarded. Or worse, when the consequences of a bad one are ignored.

Haven’t you received newsletters that made you think, ‘What are they trying to say? Are they talking to me?’ That’s what you get when you decide, ‘My colleague can do it; they speak the language’, or ‘I’ll just run it through DeepL’. If your clients won’t mind the difference between ‘Ratify’ and ‘Accept’, alright then. If selling ‘eyeshade’ instead of ‘eyeshadow’ is fine with you, go right ahead. And if you’re OK with announcing a ‘photo shooting’ instead of a ‘photo shoot’, it may raise some eyebrows, but you can, and you don’t need a language professional for that.

Those are good ways to turn sharp copy into flat, literal, incoherent text. On top of wasting all that marketing work, you’re undermining your brand image and credibility. Plus, you’re losing potential clients. In other words, you lose money.

Websites with texts you can’t even understand are suspicious. It doesn’t matter if the marketing behind them was designed to generate the exact opposite reaction. The aim is for your Spanish-speaking market to feel the same way as the original audience. To tell them your story and explain what you’re going to achieve. To create the kind of connection that makes them fall in love with your offer.

That’s what transcreation does. Also known as creative translation, transcreation infuses translation with creativity to spark an innovative sense of understanding. A transcreation evokes the same feelings and reactions in the target audience the original did the first time around. Transcreation is why no one in Spain drives a Nissan Moco (in Spanish, that’s a Nissan ‘Snot’) or a Kia Borrego (‘Sheep’, ‘Conformist’ or ‘Idiot’, take your pick).

Moving the words across isn’t enough for marketing. That’s why we adapt their core sense and meaning to suit your target market.

Moving the words across isn’t enough for marketing. That’s why we adapt their core sense and meaning to suit your target market.

How can I help you?

These are my main areas of expertise:

Fashion

Luxury, sportwear, streetstyle… There’s no look we can’t work. From product descriptions for a website to dossiers and press releases, we’re here to help.

Cosmetics

Launch your new mascara or get copy to feature on your bottle of perfume.
We’ll find the right words for your beauty brand.

Tourism

Whether you want to attract adventurous souls or organise business trips, we know how to reach your potential clients.

A few examples of what we can transcreate for you:

Newsletter
Product descriptions
Press releases
Website content
Labels
Catalogues

A few examples
of what we can transcreate for you:

Newsletter
Product descriptions
Press releases
Website content
Labels
Catalogues

Why hire transcreation services?

If you want to adapt your creative texts, copy or marketing materials into Spanish or other languages…

Contact me. I’ll be happy to help.

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