Transcreation
Transcreation is a mix of translation and copywriting. Considering the needs of the text at hand (an ad, a slogan, a rhyme, a story for children), the transcreator will apply a combination of techniques: translation, adaptation, and creation of a new text.
The client's brief is the law of the land! A good transcreator can take a brief and apply it into a whole different culture, respecting its sensibilities and ensuring the desired impact.
Transcreation is also known as creative translation—hence, I call myself a creative translator. Why not "transcreator"? I believe that "creative translator" gives an easier, more direct description of what I do.
Who can benefit from transcreation?
If your message has a strong purpose to engange and motivate readers from a foreign culture, it will most likely require transcreation. If it is creative, uses literary devices, has a specific audience and goal in mind, and/or has musicality, among other things, you bet that transcreation is the way to go!
Not sure if your text requires transcreation? Contact me and I can analyze it to find the best way to present your ideas to another culture.
Some examples of types of texts I have transcreated: advertising slogans, banners, headlines, scripts, and websites. Children's rhymes, stories, activities. Poetry.