Marketing translation, often called transcreation, refers to the specialized process of adapting highly creative material for a different language and culture. Unlike standard translations, transcreation requires both linguistic skill and creative problem-solving to ensure that marketing messages resonate with the target audience.
While all translation involves some degree of adaptation, certain materials—such as slogans, commercials, and other marketing content—demand greater creativity, research, and time. For example, translating a slogan is not simply a word-for-word task; it requires preserving meaning, tone, style, word count, rhythm, and natural flow. A clever English slogan crafted by a marketing team over days cannot be accurately rendered in seconds. That’s where transcreation comes in.
Example:
Here’s a 15-second audio campaign I transcreated for a client:
Original:
You’re a fighter
Until flu season throws you a sucker punch.
Beat flu to the punch with a vaccine today.
Spanish Transcreation:
Eres un luchador
Hasta que la temporada de gripe te golpea sin avisarte.
Dale un golpe a la gripe vacunándote hoy.
In this case, “sucker punch” was adapted to “te golpea sin avisarte” (“hits you without warning”), and “beat the flu to the punch” became “dale un golpe a la gripe” (“punch the flu”). Literal translations wouldn’t have conveyed the same impact or intent, which is why transcreation is necessary.
Some translators don’t differentiate between translation and transcreation, since transcreation is still technically translation. However, making this distinction highlights the greater creativity and effort involved—and it’s an important factor in determining translation costs.
In summary:
Transcreation goes beyond literal translation. It’s the art of:
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Adapting messages while preserving intent, style, tone, and context
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Selecting words and phrases that resonate with your Latino audience and culture
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Maintaining project goals, marketing objectives, and audience engagement
As your Spanish translator, I carefully study the desired outcome and am given the freedom to adapt the original content as needed—ensuring your marketing message connects effectively with Spanish-speaking audiences.
If you still have questions about transcreation, or if you would like to request an estimate, don’t hesitate to contact me!