Transcreation often involves high-end cutting-edge brands who require excellent knowledge of their product.

This page gives some tips, tricks and guidelines for transcreation work at Sandberg. This is a type of work that is becoming more common, not only for accounts like Apple and PayPal, but also for other IT and technical accounts. Clients don’t always acknowledge that their work requires a degree of transcreation and it is not uncommon for them to request translation but expect a transcreation. However, transcreation should have a higher rate than traditional translations, and ideally be charged based on time spent rather than words. (Always quote the specialised hourly rate.) Translators require more time for transcreation compared to translation.

• It has more similarities with copy-writing than with traditional translation.
• It is very important to know about the background of the company/product and the target audience.
• The client will often provide a transcreation brief, outlining what their intended result is, who the content is for, where it will appear, and anything important that the transcreator should bear in mind.
• Expectations are higher than in normal translation and the client may request multiple versions of the transcreation, done in slightly different styles, so that they can select their preferred version.
• The linguists may be asked to provide a rationale, explaining their transcreation choices.
• The linguists may be asked to provide a back translation, so that the client can understand how the linguist transcreated their content, even if they don't speak the target language.
• There may be multiple feedback rounds, so that the transcreation can be refined to fit the client's needs.
• The text needs to fit in a local context. Transcreation is the “essence” of localization.
• This content represents the image of the company, so the client cares more about it than about e.g. their technical manuals.
• Sometimes our transcreated content is passed on to an advertising agency who adapts it further for the target market.

It is important to start thinking about the brand – not just the product – so we discussed how Apple want to be seen and what they want to convey, and came up with these characteristics:

innovative, individualistic, luxury élite, “stylish”, high-tech

Their adverts are often witty, with word play, and use a lot of strong adjectives. Overstatements rather than understatements.

We then discussed the pros and cons in the translations of two specific headlines/subheadings.

For Apple, copy should sound the way people talk, or as they say, like intelligent people talk. It should be informative and intimate. One should try to avoid passive voice and use active voice as much as possible. Keeping it short, but without losing any information. Headlines should generally be kept short, and if they are made up of wordplays, they should be based on meaning or on their double meaning.

One should think of this type of translation more as rewriting, and not a faithful word-by-word translation. Starting by reading the text and getting a good idea of the content would be the best way to deal with it. Then writing it simple in your own words.

• Start by thinking about the brand.
• Transfer the style into the target language.
• Research the product AND brand to decide a suitable style to use.
• If a task seems to involve transcreation but this is not specified in the instructions, notify the PM and cooperate with the reviser accordingly
• Be consistent with the chosen style and register throughout the whole transcreation task. Avoid breaches of style.
• Step away from the source. Try and get as good an understanding as possible of the subject matter – this allows you to be more free.
• Ask the PM for reference materials if none have been provided.
• Provide more than one alternative translation.
• If the transcreation is being revised – bounce ideas and discuss different options with the reviser.
• Do not copy terminology from a competitor.
• If you don’t know the subject matter at all – don’t be afraid to say so, or give the job to someone else.
• Client feedback can seem very critical and changes very extensive no matter how satisfied you are with your own work, so don't take it personally.