Transcreation can be defined as a process whereby a highly skilled bilingual linguist or translator effectively recreates usually a marketing or promotional material or concept in another language in such a way that it triggers in target audience the same emotions and reaction as does the source material or concept within its original market area. In other words, a linguist should translate feelings and emotions associated with a specific brand or product rather that words and the resulting text, therefore, can significantly differ from the source material.
Transcreation requires from a linguist not just translation, but, most importantly, solid writing skills to ensure that the original message is fully recreated in another language. Transcreation can apply not only to marketing materials but also, for instance, to editorials, magazine articles or essays. Let us know your needs and we would be happy to help.