Transcreation and multilingual copywriting
Headlines, slogans, ads and campaign copy rewritten by native copywriters so they land in each market the way they land in yours. Same message and tone, new words where a straight translation would fall flat.
English headlineSetup is a piece of cake.
Die Einrichtung ist ein Stück Kuchen.
Die Einrichtung ist ein Kinderspiel.
Each market has its own idiom for "easy". A copywriter finds it.
- For
- Taglines, ads, packaging, websites, emails and social posts
- By
- Native copywriters who live in or come from the market
- You get
- Two or three options per line, with back-translations
- Priced by
- Hour or line, depending on how creative the copy is
What transcreation is
Transcreation is translation plus copywriting. Instead of converting each word, a native copywriter recreates the message so it has the same effect on readers in another market, even if the words change completely.
Use it where the words are doing persuasive work: slogans, headlines, ads, product names, packaging and campaign pages. For manuals, contracts and reports, you need document translation.
What we transcreate
Anything written to make someone feel, click or buy.
Taglines and campaigns
Slogans, headlines and campaign lines, with options for each market and a note on what each one does.
Ads and social posts
Search and social ads written to each platform's character limits, plus captions and hashtags that people in the market use.
Packaging and labels
Product names, claims and on-pack copy that fit the space and meet local labeling rules you give us.
Websites and landing pages
Home pages, product pages and landing pages rewritten for each market, with search terms people there use.
Email and CRM
Subject lines, newsletters and lifecycle emails that sound like a local brand, not a translated one.
Name and slogan checks
Native speakers check product names and slogans for unwanted meanings, sounds or associations before you launch.
What you get for each line
Enough to choose with confidence, even if you don't read the language.
- Two or three options. Each one takes a different angle on your message.
- A back-translation. A literal English version of each option, so you can see what it says.
- A rationale. Why each option works for that market, and any risks to know about.
- A recommendation. The copywriter's pick, with a reason.
How a transcreation project runs
It starts with the brief, because the copywriter needs to know what the words are for.
Brief
The copy, the audience, the tone, the brand guidelines and what each line must do.
Options
A native copywriter writes two or three options per line, with back-translations.
Second review
Another native speaker checks each option for meaning, tone and unwanted associations.
Second check QAYour choice
You pick, ask for changes, or ask questions. We revise until you're happy.
Final copy
Approved copy in your template, ready for design, plus a glossary for future campaigns.
Related services
Questions about transcreation
What is transcreation?
Transcreation is adapting a message from one language to another so it keeps its intent, tone and effect, rather than its exact words. A native copywriter rewrites the copy for the new market, often changing idioms, references and wordplay completely.
What's the difference between translation and transcreation?
Translation keeps the meaning of the words as closely as possible, which is right for documents and instructions. Transcreation keeps the effect of the message, which is right for marketing, where a literal translation can sound flat or make no sense.
Do you write new copy for each market?
Yes, when the brief needs it. Copywriters can write from scratch to your brief, or adapt your source copy as closely or loosely as you want.
How much does transcreation cost?
It depends on how creative the copy is. Taglines and campaign lines are usually priced by the hour or per line, and longer marketing copy by the word. You get a fixed quote after we've seen the brief.
How do we choose between options if we don't speak the language?
Each option comes with a back-translation and a short rationale, and the copywriter recommends one. You can also share them with your local team or customers for feedback.
Send us your campaign copy
Send the copy and a short brief, or book a call. We reply with a fixed quote and the copywriters for each market.
- Phone
- +44 20 3290 0116
- Phone hours
- Weekdays 9:30 to 16:00, weekends 9:30 to 12:00, UK time