Creative Adaptation

Transcreation services

Creative reinvention of your marketing messages | Slogans, campaigns, and brand storytelling

Native copywriters specialized in global marketing

In 30 seconds

  • Creative Rewrite: Adapting marketing content to preserve brand impact in another culture.
  • Cultural Alignment: Reinventing slogans and campaigns based on local cultural references.
  • Deliverables: Options provided with back-translations and creative rationales.

Transcreation: when standard translation isn't enough

Translating a successful advertising slogan literally into another language often results in a message that is grammatically correct but culturally flat. Humor, idioms, and emotional triggers rarely cross borders seamlessly.

Transcreation (translation + creation) solves this problem. Instead of translating the text word-for-word, a native copywriter reimagines the message in the target language to preserve the original intent, emotion, and impact. It is essentially cross-cultural copywriting.

When to use transcreation?

Transcreation is essential when the message needs to persuade, evoke emotion, or build brand identity:

Slogans & Taglines

Short, impactful phrases that require creative adaptation to maintain their punch in every language.

Advertising Campaigns

Digital, print, or broadcast campaigns that rely on cultural codes, humor, or specific brand voices.

Brand Messaging

Brand storytelling, manifestos, and core values that need to resonate deeply with a local audience.

Product Naming

Ensuring product names do not have unintended negative or inappropriate connotations in the target market.

Our transcreation workflow

  1. Creative Brief: We start with your brief, understanding the campaign objectives, target audience, brand tone, and any restrictions.
  2. Creative Adaptation: A native copywriter specializing in your industry reimagines the message.
  3. Options Provided: For key slogans or taglines, we typically provide 2-3 creative options.
  4. Back-translation & Rationale: Each option is accompanied by a literal back-translation into English and a rationale explaining the cultural choices made.
  5. Client Selection: You review the options and select the one that best fits your global marketing strategy.

Why choose Asiatis?

Native Copywriters

Specialists in branding with deep native cultural knowledge.

Global Experience

Assisting international brands with multilingual campaigns since 2000.

Clear Deliverables

Options provided with back-translations and clear creative rationales.

Frequently asked questions

What is the difference between translation and transcreation?

Translation focuses on accurately converting the meaning of a text from one language to another. Transcreation (translation + creation) is the process of adapting a message to maintain its original intent, emotion, and impact in a new language and culture. It involves creative copywriting rather than literal translation. For instance, translating a pun or cultural reference directly rarely works; it needs to be reinvented.

What types of content require transcreation?

Transcreation is essential for creative and emotional content where the brand voice matters most. This includes advertising campaigns, slogans, taglines, brand storytelling, social media campaigns, and product naming. Factual content like technical manuals or standard contracts only requires standard translation.

How does the transcreation process work?

We start with your creative brief (objectives, target audience, brand tone). A native copywriter then reimagines the message for the target market. We typically deliver 2-3 creative options for key slogans or taglines, complete with a 'back-translation' (a literal English translation of the new tagline) and a rationale explaining the cultural nuances of each option.

Why do you provide multiple options?

Creativity is subjective, and cultural nuances can be interpreted in several ways. By providing multiple options (e.g., a conservative adaptation, a bolder creative direction, or a highly localized version), we give your marketing team the tools to choose the tone that best aligns with your global strategy.

Need to adapt your marketing campaign?

Share your creative brief with us to receive a personalized quote.

+33 1 8425 7879