TRANSCREATION BLOG

Transcreation tips: The challenges of working in the transcreation of content for apps for kids

30/6/2020

There's more to transcreating app content for children than meets the eye. Here's a short take on some general challenges I've come across in the transcreation of an app for kids from English into Spanish LATAM.

WORDPLAY AND COINAGES ARE A KEY INGREDIENT

There’s more to the #transcreation of content in apps for kids than meets the eye.

For one, wordplay and humour may be just around the corner. Coinages, too, are quite frequent, since kids love creating words and picking up on new ones, even when they don't know exactly what they mean and content creators know that. They play with that idea and they infuse their content with made-up words to render their messages appealing and amusing to the eyes and ears of youngsters and pre-teens.

How can a transcreator get ready for this and do these figures of speech justice? Well, I always say that a transcreator is the result of the content they consume: from the books you read to the films and series you watch to the side projects you keep when you're not doing your job, everything you do will influence your creativity.

So watch out for tasks and hobbies that will boost it and keep you on the alert to spot puns, alliteration and more rhetorical devices whenever you attempt to work in a transcreation project!

CHARACTER LIMITS ARE THE ORDER OF THE DAY

Add to the above linguistic challenges a set of character limitations depending on whether you’re transcreating a title or a description of some feature within your app for kids, and you’ll find yourself wondering if the job could get any more challenging😌

How can you tackle this challenge and still stay true to the creative concept behind every message in the app?

Not an easy mission, but it's possible. At least, into Spanish for LATAM, I've managed to keep within the character limit so far. How?

Well, by inevitably shortening certain strings, which sometimes required me to do a lot of rephrasing, other times I've had to omit an adjective altogether AND send a note as well as a query to the client.

This is really important: If you're going to erode part of the message when rendering into a new language because you know the client wants and needs you to prioritise character limitations, it's essential to create a separate document with a table or list of the things you've had to cut off on behalf of those character restrictions. This way, the client can gain insights into what their content sounds like in its 'new life' within the new language system. This extra task may even require you to send some back-translations, which is another common practice in transcreation as a service.

MORALE?

This year I started working as the lead transcreator for a children’s app into Spanish for LATAM which gets as exciting as a new transcreation account can get: while the jobs I’m entrusted with are always 300 words or less, I never trust appearances. Because I know that regardless of the word count, the challenge is bound to be great. Both big and awesome, if you like a challenge😍

So if you’re working in transcreation or looking forward to it, never underestimate the complexity of a task beyond, regardless of the word count. Chances are that the smaller the word count, the bigger the creative challenge for you as the transcreator in charge.

Delfina
#orangepowerDMH🍊

Want to learn more about transcreation?
Join me on July 18th for a webinar with theory, techniques, examples and a live Q&A with me!
Learn all the details and sign up here!

transcreation_training_webinar_transcreators_2020

ABOUT THE AUTHOR

Delfina Morganti Hernández is a writer, marketer and English-Spanish (LATAM, Argentina) transcreator and reviewer, and the creator of the first podcast on transcreation. Her purpose is to help fellow brands and people with a true entrepreneurial spirit shine through their communication strategy in English and in Spanish.

She provides marketing consultancy, brand assessment and cross-cultural services for high-end brands in Digital Advertising, Human Resources, Corporate Communications and Video Games.

Delfina is a self-published author of an essay on literary translation in Spanish and of a collection of poems in English, Spanish and French, and has been delivering training on literary translation and marketing for translators for 8 years now.

In 2018, she was invited to work as social media strategist and co-host of Traductores al Aire, the first online radio show and podcast by and for translators in Spanish.

In 2020, her branded hashtag #HablemosDeMarketing made it to YouTube, where she hosts her own podcast to discuss marketing and branding for freelance translators and budding entrepreneurs in Spanish.

You can learn more about her at en.traduccionescreativas.com or by searching her hashtags #orangepowerDMH and #BrandingBrain on LinkedIn, Facebook and Instagram.

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3 main differences between marketing translation and transcreation

25/6/2020

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By Delfina Morganti Hernández✍️

But is there any difference between marketing translation and transcreation?

And if so, “where's for you the limit between transcreation and marketing translation?”, asked me Barbara Allione, an Italian transcreator recently. Well, I’m glad she asked for my personal take on this one, because as she described in her email, “even expert transcreators don't agree on a unique definition.”

ONCE UPON A TIME... I HAD NO IDEA

When I started out as a transcreator, I wasn’t aware of the difference between transcreation and marketing translation. I didn’t even know what transcreation was until I was asked to provide this service for a cereal brand that needed to transcreate a few character taglines for their cereal boxes and merchandising. I had been working in marketing translation, but this was my first transcreation project and there were a few similarities between one service and the other.

Throughout history, transcreation has been closely linked with the marketing and advertising industries (rooted from these, even, according to some sources), and more often than not transcreation will require knowledge from such domains, so it’s easy to take marketing translation and transcreation as one.

But there are a few differences, and from my experience with localization companies, they are most likely to differentiate between marketing translation and transcreation both internally, within their language teams, and externally, with their clients.

What are some of those differences I perceive and focus on when setting to work in marketing translation or transcreation?

I’ll get down to that in a minute, but first, a word on ‘ the original’.

THE ORIGINAL ISN'T THAT ORIGINAL

I believe there is no such thing as an original in communication, language and literature. There are source texts, yes, but those are not, strictly speaking, ‘original’ texts.
As Michael Cunningham put it once, ‘all literature is a product of translation,’ since ‘the original novel is, in a way, a translation itself. It is not, of course, translated into another language but it is a translation from the images in the author’s mind to that which he is able to put down on paper.’

Personally, I’d say the same thesis is applicable to every text imaginable—every message, every piece of content of whatever its kind, is nothing but an intersemiotic translation (I’m slightly adapting Roman Jakobson’s definition of ‘intersemiotic’ here), by which signs from one particular semiotic system are rendered into another, whether it be verbal or non-verbal.

So the writer of any text is actually producing a translation when creating their source text: they translate or code their images, their ideas, the concepts they mean to convey into words within a certain language system. Aha! So the source text for us translators is not an original any more—it’s just the text from which the target text results. The translation of a translation.

1. THE STATUS OF THE SOURCE TEXT

That being said, marketing translation will require that the translator sticks close to the source text as in other types of translation. By sticking close to the source text I mean that the translator’s output will be judged based on the commonly used error categories of accuracy, mistranslation, addition and omission. For instance, if the marketing translator adds a sentence in the translation just because (and there’s no correlation between such sentence and the source text), they will be accused of being unfaithful to the source by means of an irrelevant or unsolicited addition.

However, such error categories, which may seem like an obvious set of categories for either celebrating or condemning a translator for their work, lose a great deal of relevance if applied to transcreation.

Because the apparently sacred question of fidelity falls to pieces when we move on to the shifting sands of the realms of transcreation.

As a transcreator, I am not only allowed, but also expected to stray from the source text. If someone asks me to transcreate a message, they will probably expect some major additions, omissions, rephrasing, replacing of cultural referents and shifting of rhetorical devices in my end product, the target text.

So here the traditional error categories that we use for measuring a translation’s level of appropriateness won’t do, as transcreation inherently requires that the source is taken more as a basis or initial input for rendering the message into a different language, rather than as the sacred original against which the target text will be compared, and to which the linguist owes their due fidelity and respect.

2. THE STATUS OF WORDS, STRUCTURE AND TERMINOLOGY

A marketing text may be anything from a case study to a report on marketing trends for mobile apps to an article on digital marketing metrics to a brochure for a new product in a particular industry to… The list could take hours to make. Because the “marketing translation” term is an umbrella term, encompassing source texts that are likely to be packed with marketing verbiage and marketing terminology.

As a marketing translator, I will have to create and use glossaries to do such terminology justice in my translation. Again, accuracy will play the leading role, and while I may certainly need to slightly change word order due to grammatical and style rules of my target language, I’ll still need to stick to the general structure of the text and reflect that terminology in the translation. Sometimes my clients will expect me to follow the source wording or calque acronyms where possible as well.

Transcreation will not necessarily require you to use marketing terminology in that sense. The kind of texts that are often subject to transcreation—from my experience at least—are not so full of marketing verbiage as they are of rhetorical devices that make it essential for me to focus on conveying the ideas, the concepts, rather than mirroring wording and structure.

This is because marketing translation, while not necessarily being literal, is used for more factual and informative texts which, despite being also appealing and persuasive to some extent, are not so often packed with rhetorical devices as the kind of texts that will definitely require transcreation in order to ‘work’ in the target culture. Which leads me to the third and last difference I will share today (there may be more).

3. TEXT TYPES AND FUNCTIONS

Marketing translation may be suitable for email marketing messages, product descriptions, reports, sales presentations, websites, blog articles and market research content, to name just a few examples.

Transcreation will often be used for slogans, ad copy, full advertising campaigns, storyboards, movie titles, subtitles, video game dialogue and any source text where creativity played a major role with the aim to seduce, persuade and evoke a particular effect among the target audience.

Figures of speech such as metaphors, alliteration, wordplay, rhythm, rhyme, irony, humor, paradox, allusions and other cultural references are often used in such texts in order to extort certain associations with a brand or their product, and ultimately lead to a change in the audience’s perceptions and conduct. Thus, messages that need to be transcreated prioritise rendering the effect, rather than the words or the structure of source.

For that purpose, a transcreator may be allowed or even asked to rewrite the source text, while a marketing translator would probably be penalised for rewriting the ‘original’ unasked.

Finally, a good transcreation may result in a text that looks totally different and independent from the source that inspired it, where cultural relevance of the target message requires rewriting the source. Conversely, if a marketing translation bears no resemblance to the source text, chances are your client will not pay for the work you’ve done; you will lose your reputation as a good marketing translator and you may have to do the work again and again until it meets the requirements of an accurate translation.

DON'T COUNT YOUR CHICKENS

Writing this article was challenging because the differences between marketing translation and transcreation are not always clear-cut.

For example, a project may require you to combine both service types when working on the same content or text.

Or your client may be new to both marketing translation and transcreation, and you may have to explain the differences between one and the other to let them have their say as to what they want you to do with their message.

Did you know about these differences?
What’s your take on this issue?

Delfina
#orangepowerDMH

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Content marketing: You don’t need to be an influencer to make an impact on other people’s lives

12/6/2020

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By Delfina Morganti Hernández✍️

So, you write content. You create content. You are in the content writing business, and yet...

Few comments? No “tribe”? It’s OK. You don’t need to be an influencer to make an impact on other people’s lives.

You don’t need to reach out to thousands of strangers on social media to create content that matters.

You don’t need to post every day to help someone see something in a ground-breaking light, and suddenly see that post go viral.

And nope, you don’t need tons of Likes and comments to know your content is helping one person out there.

Right now, you're reading this post, but will you comment on it? Chances are, you won't, and that's OK.

Those who want to have a share in your magic are likely to be reading anyway.

So if you think you aren't good enough because you aren't getting any Likes or leads this week, you are missing (at least part of) the point.

Content writing is not (just) about generating leads. It’s about connecting with people through the value you can provide them with.

Will they buy from you afterwards?

Maybe.

Maybe not.

In the meantime, keep writing.

Because even when you lack the numbers that tell you you are doing awesome, odds are you're already making a difference to someone. Yourself and your brand included.

That's content writing with a purpose.

Delfina
#orangepowerDMH
#BrandingBrain

Delfina Morganti Hernández is a writer, marketer and English-Spanish (LATAM, Argentina) transcreator and reviewer. Her purpose is to help fellow brands and people with a true entrepreneurial spirit shine through their communication strategy in English and in Spanish.

She provides marketing consultancy, brand assessment and cross-cultural services for high-end brands in Digital Advertising, Human Resources, Corporate Communications and Video Games.

Delfina is a self-published author of an essay on literary translation in Spanish and of a collection of poems in English, Spanish and French, and has been delivering training on literary translation and marketing for translators for 8 years now.

In 2018, she was invited to work as social media strategist and co-host of Traductores al Aire, the first online radio show and podcast by and for translators in Spanish.

In 2020, her branded hashtag #HablemosDeMarketing made it to YouTube, where she hosts her own podcast to discuss marketing and branding for freelance translators and budding entrepreneurs in Spanish.

You can learn more about her at en.traduccionescreativas.com or by searching her hashtags #orangepowerDMH and #BrandingBrain on LinkedIn, Facebook and Instagram.

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Founded in Transcreation, the first ever podcast on transcreation, lands on Anchor, Google Podcasts, Spotify and more!

9/6/2020

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By Delfina Morganti Hernández✍️

Founded in Transcreation is the first ever podcast on transcreation as a service blending translation and rewriting, where we delve into how brands cross borders

Also referred to as rewriting or transadaptation, transcreation is the value-added language service required to render creative content into a new language for marketing purposes. Slogans, film titles, video games, app content and ad copy are some examples of content that will most likely require a brand to use transcreation.

?This podcast is about entering the realms of language and creativity with brands.

It was on my 2020 Wish List, but I never thought I'd make it: because I lack the perfect equipment and I thought that was the most important thing to have... for a podcast. Turns out it isn’t.

Your content, what you have to say about the subject matter, that’s what counts.

A few days ago, I recorded the first episode of Founded in #Transcreation, the first ever podcast on transcreation where I delve into how #brands cross borders

It was a totally new experience, different from doing videos and writing posts, and I was so excited! But… I had no idea how I was going to put it out there.

Until a post landed in my feed last week, by Rafa Lombardino, where she talked about her own podcast Translation Confessional on Anchor, and so my prayers were answered! I had the what, I knew my why, now ’d just found my how!

With special thanks to Rafa, Anchor and my mystery guest for episode 2 (currently in the making), today I'm proud to announce the first episode is out!

Click on the link in the comments below to listen to it on multiple platforms, like Google Podcasts and Spotify!

In this first episode, I define transcreation and talk about (even sing to) “CocaCola Is It”!

Stay tuned!

Delfina
#orangepowerDMH
#BrandingBrain

Here's the link to the podcast on Anchor, where you'll find out more about this first podcast ever on transcreation and how you can listen to it on multiple platforms!

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Transcreation: Pride and Prejudice III

6/6/2020

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By Delfina Morganti Hernández✍️

Transcreation is in high demand today. Global brands, advertising agencies and translation companies are seeing the need to use transcreators to meet target audiences’ expectations by increasing the relevance of their marketing communications. But what are some myths and truths around transcreation?

Photo by Bran Sodre from Pexels

SEE PART 1

READ PART 2

For my third and last article on transcreation prejudice, I have chosen to address a rather specific issue that links transcreation with a brand’s digital marketing and advertising efforts.

#3: Transcreation can be used as a one-size-fits-all solution for a brand’s marketing campaign across platforms.

Transcreation is in high demand today. Global brands, advertising agencies and translation companies are seeing the need to use transcreators to meet target audiences’ expectations by increasing the relevance of their marketing communications (MarCom).

So you've identified the need to use transcreation for your next project. You are an online business willing to hire transcreators to do their best at conquering a target audience within a certain market. Or you are a translation company in dire need of expanding your lines of business and meeting clients’ demand for transcreation.

When it comes to translating a brand’s marketing assets from one language to another, it’s not enough to just spot the need for transcreation instead of regular localisation.

You have to be aware—and let your clients know—that just as the creative and marketing teams have not used exactly the same catchy line on a blog post when they crafted the copy for a web banner or a Facebook ad, so will be the case with the transcreation team: in all likelihood, it will be necessary to adapt the source copy to fit the different formats and character limits posed by the various ad platforms the brand aims to use.

LISTEN TO THE FIRST EVER PODCAST ON TRANSCREATION!
FIND OUT MORE ABOUT TRANSCREATION THROUGH AN EXAMPLE:
Coca-Cola Is It

So you've identified the need to use transcreation for your next project.

You are an online business willing to hire transcreators to do their best at conquering a target audience within a certain market.

Or you are a translation company in dire need of expanding your lines of business and meeting clients’ demand for transcreation.
When it comes to translating a brand’s marketing assets from one language to another, it’s not enough to just spot the need for transcreation instead of regular localisation.

You have to be aware—and let your clients know—that just as the creative and marketing teams have not used exactly the same catchy line on a blog post when they crafted the copy for a web banner or a Facebook ad, so will be the case with the transcreation team: in all likelihood, it will be necessary to adapt the source copy to fit the different formats and character limits posed by the various ad platforms the brand aims to use.

Now, I’ve been working in transcreation for several years now, long before what I like to call the ‘transcreation boom’ (nowadays), and it is fascinating to see just how close the transcreation pipeline is to the copywriting process often carried out by a brand’s creatives. As opposed to other services in the translation and localisation industry, transcreation is a hybrid concept infused with marketing, branding, copywriting, cultural adaptation and even literary translation ingredients.

As a result, the transcreation process closely mirrors the phases involved in the creative process behind every MarCom strategy: from market research to brainstorming and re-writing, transcreators often imitate specific tasks traditionally attributed to a brand’s marketing and copywriting teams. From this point of view, transcreation may as well be defined as a cross-cultural duplicate of a few key phases involved in a brand’s copywriting and marketing processes.

As such, a brand’s ad copy transcreated for signage purposes may not be equally effective on a Facebook ad. In turn, a brand’s transcreated copy aimed at Facebook users may not prove to be as relevant for Instagrammers. Each advertising platform has its own rules. The marketing team knows it. The copywriting team knows it. And a professional transcreator knows it too.

So how can brands, advertising agencies and localisation companies ensure consistency despite the need to adapt their copy to several different platforms?

1. Create a clear and specific brief for the project that addresses the differences between each platform and warns transcreators against adhering to each platform’s expected style and number of characters.

2. Provide context to transcreators, whether it be descriptive metadata, reference URLs, screenshots, explanatory notes, etc.

3. Given a certain ad campaign, use the same transcreator or transcreation team across platforms.

Hope this article’s helped shed some light on transcreation as applied to digital marketing campaigns :)

If you've missed on PART 1 and PART 2, check them out to learn more about transcreation as a service and why there's more to it than meets the eye.

Want to learn more about transcreation as a service? Think you could use it for your brand's messaging?

Listen to the first episode of Founded in Transcreation, the first ever podcast on transcreation where I delve into how brands cross borders. You can follow all episodes on Anchor or Spotify as well.

Or tell me about your project, the languages you need to transcreate into and let's see how I can help or assemble a creative language team for you.

Delfina
#orangepowerDMH

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Transcreation: Pride and Prejudice II

6/6/2020

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By Delfina Morganti Hernández✍️

Transcreation is in vogue.
So I've decided to try and demystify some key prejudices and stereotypes around transcreation and transcreators...

TAKE ME TO PART 1

So for my second review on transcreation prejudice, I’ll demystify the following widely accepted statement:

#2: Transcreation is a service somewhere between translation and copywriting which is used for advertising campaigns.

Indeed, I agree with considering transcreation as a service between translation, writing, copywriting and perhaps even literary translation. However, while this statement focuses on transcreation as applied to the advertising industry (slogans, web banners, etc.), transcreation is also very much used when it comes to adapting app and video game content.

Now, when we think of translating games, most translation industry players will talk about “game localisation”; only seldom do we hear the phrase “game transcreation”.
Both localisation and transcreation address and generally prioritise cultural sensitivities, but while localisation implies adapting the source message to a target language and audience customising a few features, transcreation goes a step further when it comes to the recreation of the source.

LET'S DEFINE LOCALISATION AND TRANSCREATION

Localisation closely follows the source and ensures it fits the target market or region from the point of view of cultural issues and legal requirements. This service is often performed by translators specialised in the field in question and it is done in one direction only: from a certain source language into a particular target language, e.g., from English (US) into Spanish (Argentina).

Transcreation is more subjective than localisation. It entails a series of creative strategies (such as brainstorming, euphonic pattern analysis, rewriting, market research). Such strategies often lead to “authorised” deviations from the source text in order to achieve a certain effect on the target audience. Therefore, transcreation allows for a more creative touch when adapting the text to suit a target locale and it’s performed by transcreators.

Finally, transcreation may imply working into the transcreator’s second language, such as when a client requests back-translations. For example, when a game title is transcreated from English (UK) into Spanish (Mexico), and then, the resulting text in Mexican Spanish is translated back into English (UK). This is usually done in order for the client to have an idea of what their transcreated content sounds or reads like in the target market.

Want to learn more about transcreation as a service? Think you could use it for your brand's messaging?

Listen to the first episode of Founded in Transcreation, the first ever podcast on transcreation where I delve into how brands cross borders. You can follow all episodes on Anchor or Spotify as well.

Or tell me about your project, the languages you need to transcreate into and let's see how I can help or assemble a creative language team for you.

Delfina
#orangepowerDMH

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Transcreation: Pride and Prejudice I

6/6/2020

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By Delfina Morganti Hernández✍️

Transcreation is in vogue❤️ And so are a few myths around this creative translation service oftentimes mixed with marketing translation, copywriting and other similar services.

So I've decided to try and demystify some key prejudices and stereotypes around transcreation and transcreators. For the purpose of denaturalising such misconceptions, I will exaggerate them a little and present them as universal truths.

Let's start with one of my favourites:

#1: Transcreation is basically going beyond the source text without fear, without limits, without restraint.

Well, no. Not really. Let me give you an example drawn straight from real life: today, I happen to be working on two high visibility, super-exciting transcreation projects that have this one key thing in common: the final transcreated content will run on branded apps.

Just how challenging do you think it is to transcreate content (whether it be from English into Spanish, as in my case, or in any other language pair) when the target media is an app?

I’ll sum it up in one key strategy that I know I must struggle to apply: Stick to the same (or almost) number of characters with spaces as used in the source WHILE reflecting all key, value-added product features in target.

This means that if I manage to stick to character limits but that implies omitting a key product feature, I’ll have to conjure up a new, different, better version into Spanish so that my transcreation does not only fit target media layout but also includes all those reasons why the product in question is a must-have.

Vice versa, if my transcreation is stellar from the point of view of style, fluidity, creativity, etc., but is way too long or too short, I'll have to give up on that version, no matter how great I think it is, and come up with a new one that sort of strikes a balance and achieves the best of both worlds.

So, (un)fortunately, transcreation is not about giving absolutely free reign to your drive for creativity. There's much more to this specific translation service than meets the eye.

READ PART 2

CHECK THE PODCAST

Want to learn more about transcreation as a service? Think you could use it for your brand's messaging?

Listen to the first episode of Founded in Transcreation, the first ever podcast on transcreation where I delve into how brands cross borders. You can follow all episodes on Anchor or Spotify as well.

Or tell me about your project, the languages you need to transcreate into and let's see how I can help or assemble a creative language team for you.

Delfina
#orangepowerDMH

0 Comments

Founded in Transcreation
delving into how bands cross borders

Transcreation tips: The challenges of working in the transcreation of content for apps for kids

There's more to transcreating app content for children than meets the eye. Here's a short take on some general challenges I've come across in the transcreation of an app for kids from English into Spanish LATAM.

WORDPLAY AND COINAGES ARE A KEY INGREDIENT

CHARACTER LIMITS ARE THE ORDER OF THE DAY

MORALE?

Want to learn more about transcreation?
Join me on July 18th for a webinar with theory, techniques, examples and a live Q&A with me!
Learn all the details and sign up here!

ABOUT THE AUTHOR

3 main differences between marketing translation and transcreation

But is there any difference between marketing translation and transcreation?

ONCE UPON A TIME... I HAD NO IDEA

THE ORIGINAL ISN'T THAT ORIGINAL

1. THE STATUS OF THE SOURCE TEXT

2. THE STATUS OF WORDS, STRUCTURE AND TERMINOLOGY

3. TEXT TYPES AND FUNCTIONS

DON'T COUNT YOUR CHICKENS

Did you know about these differences?
What’s your take on this issue?

Content marketing: You don’t need to be an influencer to make an impact on other people’s lives

So, you write content. You create content. You are in the content writing business, and yet...

Few comments? No “tribe”? It’s OK. You don’t need to be an influencer to make an impact on other people’s lives.

Founded in Transcreation, the first ever podcast on transcreation, lands on Anchor, Google Podcasts, Spotify and more!

Founded in Transcreation is the first ever podcast on transcreation as a service blending translation and rewriting, where we delve into how brands cross borders

Here's the link to the podcast on Anchor, where you'll find out more about this first podcast ever on transcreation and how you can listen to it on multiple platforms!

Transcreation: Pride and Prejudice III

LISTEN TO THE FIRST EVER PODCAST ON TRANSCREATION!
FIND OUT MORE ABOUT TRANSCREATION THROUGH AN EXAMPLE:
Coca-Cola Is It

So how can brands, advertising agencies and localisation companies ensure consistency despite the need to adapt their copy to several different platforms?

Transcreation: Pride and Prejudice II

Transcreation is in vogue.
So I've decided to try and demystify some key prejudices and stereotypes around transcreation and transcreators...

LET'S DEFINE LOCALISATION AND TRANSCREATION

Or tell me about your project, the languages you need to transcreate into and let's see how I can help or assemble a creative language team for you.

Transcreation: Pride and Prejudice I

Or tell me about your project, the languages you need to transcreate into and let's see how I can help or assemble a creative language team for you.

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Founded in Transcreationdelving into how bands cross borders

Transcreation tips: The challenges of working in the transcreation of content for apps for kids

There's more to transcreating app content for children than meets the eye. Here's a short take on some general challenges I've come across in the transcreation of an app for kids from English into Spanish LATAM.

WORDPLAY AND COINAGES ARE A KEY INGREDIENT

CHARACTER LIMITS ARE THE ORDER OF THE DAY

MORALE?

Want to learn more about transcreation?Join me on July 18th for a webinar with theory, techniques, examples and a live Q&A with me!Learn all the details and sign up here!

ABOUT THE AUTHOR

3 main differences between marketing translation and transcreation

But is there any difference between marketing translation and transcreation?

ONCE UPON A TIME... I HAD NO IDEA

THE ORIGINAL ISN'T THAT ORIGINAL

1. THE STATUS OF THE SOURCE TEXT

2. THE STATUS OF WORDS, STRUCTURE AND TERMINOLOGY

3. TEXT TYPES AND FUNCTIONS

DON'T COUNT YOUR CHICKENS

​Did you know about these differences?What’s your take on this issue?

Content marketing: You don’t need to be an influencer to make an impact on other people’s lives

So, you write content. You create content. You are in the content writing business, and yet...Few comments? No “tribe”? It’s OK. You don’t need to be an influencer to make an impact on other people’s lives.

Founded in Transcreation, the first ever podcast on transcreation, lands on Anchor, Google Podcasts, Spotify and more!

Founded in Transcreation is the first ever podcast on transcreation as a service blending translation and rewriting, where we delve into how brands cross borders

Here's the link to the podcast on Anchor, where you'll find out more about this first podcast ever on transcreation and how you can listen to it on multiple platforms!

Transcreation: Pride and Prejudice III

LISTEN TO THE FIRST EVER PODCAST ON TRANSCREATION! FIND OUT MORE ABOUT TRANSCREATION THROUGH AN EXAMPLE: Coca-Cola Is It

So how can brands, advertising agencies and localisation companies ensure consistency despite the need to adapt their copy to several different platforms?

Transcreation: Pride and Prejudice II

Transcreation is in vogue.​So I've decided to try and demystify some key prejudices and stereotypes around transcreation and transcreators...

LET'S DEFINE LOCALISATION AND TRANSCREATION

Or tell me about your project, the languages you need to transcreate into and let's see how I can help or assemble a creative language team for you.

Transcreation: Pride and Prejudice I

​Or tell me about your project, the languages you need to transcreate into and let's see how I can help or assemble a creative language team for you.

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Founded in Transcreation
delving into how bands cross borders

Want to learn more about transcreation?
Join me on July 18th for a webinar with theory, techniques, examples and a live Q&A with me!
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Did you know about these differences?
What’s your take on this issue?

So, you write content. You create content. You are in the content writing business, and yet...

Few comments? No “tribe”? It’s OK. You don’t need to be an influencer to make an impact on other people’s lives.

LISTEN TO THE FIRST EVER PODCAST ON TRANSCREATION!
FIND OUT MORE ABOUT TRANSCREATION THROUGH AN EXAMPLE:
Coca-Cola Is It

Transcreation is in vogue.
So I've decided to try and demystify some key prejudices and stereotypes around transcreation and transcreators...

Or tell me about your project, the languages you need to transcreate into and let's see how I can help or assemble a creative language team for you.