Personally, I think we can discuss just about everything that applies to our customers and colleagues. The spectrum can range from technology to interesting people who work here and in the translation business at large. We can talk about such things as the linguistic challenges of the profession, the art of writing and the innovative use of things like machine translation and crowd sourcing. I think our blog can explore anything that reflects the market, represents professional service and even prompts a laugh or two.
We will definitely pay special attention to all sorts of communication issues as well as to the topic of transcreation. Leinhäuser is a service provider that is deeply rooted in the business community and has developed a specialty in the wide world of corporate communications, internal and external communications and, not least, transcreation. Transcreation is the talk of the town right now. Why? Haven’t we always had good, freely translated texts in the past? Many translators themselves have been unable to understand the hype being generated by this new trend. They consider it nothing more than a buzzword, a fleeting fashion. And they may be right, particularly when it comes to flawed approaches. Other colleagues view it as a new magic wand that they can wave and produce a pot of extra cash. The fact of the matter is that transcreation is both old and new.
It applies the principle of free translation that has been pushed aside to a certain degree over the past two decades by the use of translation memory tools and the cost-cutting doctrine that underlies them and then adds some new approaches and thinking to the mix. In essence, transcreation is a communications package in which the translation and copywriting team are part of the development process of a campaign from the very beginning. The package ranges from the briefing to creative alternatives for headlines. In the end, transcreation amounts to market-focused writing and operates in a gray area between marketing agencies, creative agencies, end customers and providers of translation services.