Latitude Prime’s transcreation experts take your tagline, catchphrase, branding slogans, and other similar marketing content and create a corresponding foreign language version that conveys the same nuances, tone, and meaning as the English source. Rather than simply translating the source material, we use cultural and linguistic expertise drawn from the target market to produce a culturally appropriate version without losing the impact of the source text.
For example, text that features creative wordplay, puns, or alliteration requires much more than a straightforward or direct translation; rather, it needs to be “transcreated” so as to ensure that the same impact is retained in the foreign language version.
When working on a transcreation project or campaign, our specialized marketing translators look at not only the English source content but will also ask for any creative briefs that were utilized by the content development team. This assists them in understanding and contextualizing the tone, voice, and intent of the original campaign.
Our transcreation services include drafting, testing, and refining stages in order to achieve the desired effect in the target language. This same process can also be applied to longer copy where appropriate.
Our basic transcreation process/workflow is described below, although it is customizable based on individual client requirements:
Transcreation is a collaborative process where we will need to work closely with your marketing team and the original content creators to ensure that we fully understand the message (and feelings) that you want to convey to your target audience. After the initial transcreation phase, we will provide you with three (3) options to choose from, following which we will typically go through two (2) rounds of client feedback. This will ensure that the final deliverable fully meets your expectations.
As with all of our language projects, our transcreation projects all go through or comprehensive, multi-step Quality Control Process. For transcreation, this includes additional reviews from target market editors who did not participate in the initial transcreation, as well as in-country focus group testing, and more.
When you need to present your product or service overseas, and want an authentic marketing strategy that is attuned to what the local target audiences want (and what will entice them to buy from you).