Talking creative translation: What is transcreation and when to use it

26 April 2018


Amplexor provides more than translation services. Translation is important for any company entering new markets—that is evident. But what about consistent brand recognition in those markets? From company and product logos to slogans and taglines, how do you ensure your unique brand personality, in both voice and visuals, aligns with customer expectations amongst cultural differences and regional regulations? Enter: transcreation.

Transcreation is the process of adapting a message for its meaning—maintaining its intent, style, tone and context. The message should evoke in its readers the same emotions and implications in the target language as it does in the source language. Transcreation considers images, color and vocabulary to ensure all aspects align with in-country sensitivities and are suitable to the target market.

It’s easy to see why implementing transcreation is key in global marketing and advertising campaigns as marketers seek to transcend the boundaries of culture and language.

This 40-minute webinar will highlight the difference between translation and transcreation and provide you with valuable insights including:

  • What to expect from transcreation – in practice and outcome
  • What to be aware of – from in-depth research to common pitfalls
  • What tradeoffs to anticipate – from re-use of translations to turnaround times
  • What content is suitable for transcreation – from product pages to taglines
  • What makes the process easier – from style guides to competitors’ material

The presentation will also highlight well-known, global brands as great examples of successful transcreation outcomes and conclude with helpful tips to make your transcreation process as seamless as possible.


26 April
14:00 CST

26 April
16:00 CET


English Sessions: Sharon Austin, Senior Client Service Manager at Amplexor

Sharon is a Senior Client Service Manager for Global Content and Language Solutions at Amplexor International based in River Falls, Wisconsin, US.  She has over 18 years’ experience in the language service industry across marketing and operations roles. Her passion is in creating and implementing solutions for different international companies in various multilingual disciplines from Onsite Search, Multilingual SEO, transcreation, web marketization, crowdsourcing to independent language review services.  Sharon holds a BA in languages and an MBA in International Business and Marketing.


French Session: Evelyne Millemannn, Technical Author at Amplexor

Evelyne Millemann is based in Brest (Brittany, France). She holds a French “Maîtrise d’anglais” and a Master’s Degree from Salford University (UK) in marketing and translation. Her experience includes teaching adult students narrative techniques as well as literary and technical translations. Evelyne has also worked as a free-lance translator, interpreter and technical writer. For the past 18 years, she’s been writing and updating installation and administration manuals, marketing-oriented prose and style guides for various markets ranging from telecommunication software to the legal sector. Evelyne is currently involved in “rewriting” French translations of web site and newsletter content to ensure they read as if written by French natives, while confirming the technical accuracy of the product descriptions.