More than just “translating freely” – Transcreation is about addressing customers successfully at an international level. It requires a broad understanding of both the source and target medium. We are attuned to both linguistic and product-related aspects, and know the target markets and target groups worldwide thanks to our international network.
Corporate communications and marketing texts in particular call for translating more freely to get the right tonality in the target language. But that is only one aspect of transcreation.
Transcreation – a service with a broad scope
The service scope is broader since transcreation requires far more process steps than than the actual translation. We are usually brought on board early on, when the source text is being written, to ensure from the outset that it doesn’t contain any terminology that is misleading or only translatable to a limited extent. Accordingly, this kind of service chain calls for detailed knowledge of the culture in the respective target markets and the kind of linguistic skills associated with copywriting. For these projects, we work exclusively with experienced experts in the respective target markets who possess these linguistic skills coupled with the necessary cultural insights into their region and an in-depth knowledge of marketing.
Linguistic advice: In the production phase, we offer you a selection of different text versions together with explanations of the different nuances in each version of the messages in the target language. Working closely with your Leinhäuser account manager during this phase determines the quality of the transcreation. And in addition to managing the processes, our project managers are also on hand to offer linguistic advice to you or your respective department. Demonstrating the necessary know-how in the briefing and, where applicable, debriefing has always been a hallmark of the Leinhäuser team. Understanding your corporate culture and communication objectives is paramount for us to be able to meet the exacting standards of a transcreation that hits the spot precisely.
We guarantee consistency by providing a glossary to ensure that the same key terms and relevant phrasing are also used in future projects. The final version of the text and the glossary are then integrated into our database systems. By systematically comparing texts with past projects we achieve consistency, speed and cost efficiency in your transcreation.