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Transcreation


A growing trend in translation business, transcreation is more than just translation with a creative approach. Especially suited for marketing or advertising pitches, speeches or other similar texts, it is often close to creative writing or copywriting. Transcreation tasks may require more time and an in-depth knowledge of the subject matter as well as other specific skills like rhyming, ghostwriting or a background in journalism. Trancreation jobs may also go through several stages of client approval, back-translation or clearer focus-determination, therefore a close cooperation with the client, a detailed initial brief and a clear definition of the expectations are needed for an outstanding result.
While transcreation jobs are seldom very long, they usually require more time than simple word-for-word translation. These jobs are usually charged on an hourly bases.