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Importance and rising need for transcreation

On 09 May 2019, TAUS has published TAUS transcreation best practices, through a webinar moderated by Claire Goodswen from Lionbridge, Jaap van der Meer from TAUS, with the panelists Paul Mangell (Alpha), Vladimir Zhdanov (Alibaba) and Angela Petrilli (Workday). The panelists shared discussions and insights on several topics including:

  • The difference between translation and transcreation.
  • The difference between marketing translation and transcreation.
  • Importance of cultural relevance.
  • Pricing
  • Drafting process of the transcreation best practices.

In addition, the panelists highlight the development from the traditional or classical translation, into localization and then to the transcreation.

In differentiating between copywriting, marketing translation and transcreation, the latter is creative writing following the same content of the source text, however all the three domains are very close in nature. 

This webinar and several other materials denote the rising importance of transcreation as a language-related service in this age of “big-data”.

Like all other creative domains, transcreation require specific skills and competences, most importantly mastering writing skills and creative skills.

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