Translation vs Transcreation: How to Survive the Twilight World Between Translation and Copywriting

However, with the growing importance of entering new markets, we thought it would be prudent to share with you a brief insight into the oftentimes misinterpreted world of transcreation and compare it to its closest relative and greatest adversary, translation.

Wait, what is this translation vs transcreation thing about?

Let’s go back to basics first and briefly explain what transcreation stands for. Although the dichotomy between the terms translation and transcreation can sometimes get a little murky, the latter is, in essence, the process of adapting content from a source language to a target language in a way that preserves the original intent, style, tone and context.

All fine and dandy you might think at this point, but at the same time, you’re scratching your head in confusion. Isn’t that what a proper translation does anyway, rendering this whole translation vs transcreation debate rather pointless? Why come up with a new fancy buzzword for a concept that has been a key element of human interaction since the dawn of time?

The operative word here is adaptation. The degree of freedom and improvisation that is generally involved in the process of transcreation is much greater than that of a simple translation. While it maintains the basic intricacies of converting content from one language to another, it does not, and should not, strictly adhere to the original, as its primary function is to make the end product as appealing to the target audience as possible.

I still don’t know why you’re telling me all this?

Have no fear; I’m done boring you with the technical details. Let’s instead focus on why the distinction between translation and transcreation is actually really important. As businesses are reaching out further than ever before, target audiences are becoming more diverse too, resulting in an ever-greater need to ensure that content is readily available, practically around the globe. This phenomenon and the accompanying shift in direct communication with the end customer is self-explanatory, yet really, it is the cornerstone around which the concept of transcreation revolves.

The crux of the issue is the fact that not everything sounds the same or brings out the same connotations in every language, or culture should we say. For example, in the best-case scenario, a marketing phrase that is an absolute killer in English may sound forced or cheesy in another language when translated directly. That is what you would call a “standard” translation. The meaning is conveyed in a sort of acceptable way, but the desired effect is not there, and what is the point of marketing if not immediately capturing the attention of your target audience with a punchy line that is hard to forget.

This is where transcreation makes its foray. See, it is not about translating the content directly with the sole intention of staying true to the original text. It is about adapting the content to the extent that it’s perceived as natural by the reader, as if it were written by a local marketing agency, so to speak. The focus on the final effect on the end customer is so great, in fact, that the original may even be fully sacrificed in extreme cases.

So, it’s all about marketing and punchy one-liners then, right?

Yes and no. Although such generalisations are usually something of a predicament, transcreation tends to be associated mainly with marketing content and texts representing an actual emotional experience for the customer. Thus, they should be perfected by all means possible, even if they relinquish the original marketing message or slogan in doing so.

You can, of course, transcreate all kinds of content, but considering the higher price tag and an outcome that is ultimately very different from the original, which can be problematic in some cases, the process is just not as suitable for your everyday run-of-the-mill files and documents.

When translating marketing content, on the other hand, you really can’t afford to spare any expense (pun intended) and transcreation is therefore almost always the right way to go. The increase in translation costs will more than likely be covered by the sheer amount of interest generated in your product just by opting for a different translation tactic. Sex sells, even when written and this balance of investment and end result is essentially the driving force behind the translation vs. transcreation discussion.

Okay, colour me interested. What comes next?

There are several ways of going about this. You could hire a copywriter who is a native speaker of the respective target language, but that can be very costly and tricky to manage, especially if you’re dealing with several markets and languages at the same time. It is then up to your marketing department to handle the ins and outs of every individual language pair. This is not to say that the transcreation won’t be up to par, it can certainly be a viable option, especially if you’re only planning to gain a foothold or solidify your position in a small number of markets. However, if you’re planning on going all out, there is an even better alternative out there.

Most self-respecting language service providers already offer this service in some shape or form. You will often find terms such as “marketing translation” or “transcreation” on their lists of linguistic services, with a higher price affixed to them, at least compared to ordinary translations. These LSPs normally employ a small army of copywriters or even translators who are very well-versed in the style and tone of their native languages.

However, the main benefit of working with an LSP lies in the fact that they are used to handling a large number of projects simultaneously and that they work with a wide array of linguists with different specialist backgrounds so you can rest assured that your project is in good hands.

Okay, so this is what this whole translation vs transcreation fuss is all about. Sounds useful!

It is indeed! Investing in transcreation is truly a wonderful method of boosting your presence as a player on the international market. The more flavour your marketing texts and slogans have, the better they will resonate with your target audience. Simply find an LSP that fits your needs, and you’ll be breaking new business frontiers in no time!

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Frequently Asked Questions

What are some real-world examples of successful transcreation vs failed literal translation?

The difference between transcreation and translation becomes crystal clear when you look at real-world marketing campaigns that succeeded or failed in international markets. Let’s examine some famous cases:

Successful transcreation examples:

1. Coca-Cola’s “Share a Coke” campaign

The original English campaign featured common first names on Coke bottles. When localizing to China, literal translation would have failed because:

• Chinese naming conventions differ radically (family name first, given name second)
• Using individual names would exclude people with uncommon names
• Cultural concept of “sharing” carries different social connotations

The transcreation solution: Instead of translating “Share a Coke with [Name],” the Chinese campaign used nicknames and terms of endearment like “close friend,” “classmate,” “destiny,” and even humorous labels like “the one who snores.” This preserved the campaign’s intent (personal connection and sharing) while making it culturally relevant. The campaign became one of Coca-Cola’s most successful in China, driving 20%+ sales increase.

2. Haribo’s “Kids and grown-ups love it so” slogan

Original German: “Haribo macht Kinder froh, und Erwachsene ebenso” (Haribo makes children happy, and adults too)

This rhyming jingle is iconic in German-speaking markets. A literal English translation would lose the rhyme, rhythm, and memorability.

The transcreation: Each market received a unique version maintaining the spirit:

• English: “Kids and grown-ups love it so, the happy world of Haribo”
• French: “Haribo, c’est beau la vie, pour les grands et les petits” (Haribo, life is beautiful, for the big and the small)
• Spanish: “Haribo, dulces sabores, para pequeños y mayores” (Haribo, sweet flavors, for young and old)

Each version preserved the rhyme, rhythm, and brand personality while being completely rewritten for linguistic and cultural fit.

3. Apple’s “Think Different” campaign

When expanding globally, Apple faced a challenge: “Think Different” is grammatically incorrect English (should be “Think Differently”), but this was intentional - breaking rules to stand out. Translating this required capturing the rebellious, innovative spirit rather than the words.

Transcreation approaches:

• German: “Denk anders” (Think differently) - grammatically correct but culturally Germans appreciate precision, so the transgression wouldn’t land the same way
• French: “Pensez différemment” (Think differently) - similar challenge
• Japanese: 「Think different」kept in English, because English words in Japanese advertising convey modernity and innovation

The key was understanding that different markets would respond differently to grammatical rebellion, and adapting the approach accordingly while maintaining brand values.

Failed literal translation examples:

1. KFC’s “Finger-lickin’ good” in China

When KFC first entered China in the 1980s, they literally translated their famous slogan into Mandarin Chinese. The result: “吃自己的手指” which translates to “Eat your fingers off.”

This gruesome mistranslation completely missed the idiom’s meaning (food so good you lick your fingers) and instead suggested cannibalism. While KFC eventually corrected this, the initial damage to brand perception took years to overcome. They later successfully transcreated the concept to emphasize taste and quality in culturally appropriate ways.

2. HSBC’s “Assume Nothing” campaign

HSBC spent $10 million on a global “Assume Nothing” campaign intended to convey sophistication and challenging assumptions. When translated literally into various languages:

• Many markets interpreted it as “Do Nothing” or “Don’t assume we have anything”
• The intended positive message of questioning conventions became passive or negative
• In some cultures, the concept of “assuming nothing” isn’t aspirational - it suggests ignorance

The campaign failed so badly HSBC had to pull it globally and rebrand to “The World’s Local Bank,” which cost an estimated $10 million to develop and deploy. Had they invested in proper transcreation upfront ($50,000-100,000), they could have saved $10 million.

3. Pepsi’s “Come Alive” campaign in China

Pepsi’s “Come Alive with the Pepsi Generation” slogan translated literally to Chinese as “Pepsi brings your ancestors back from the grave.” In a culture with deep reverence for ancestors and specific spiritual beliefs about the afterlife, this was deeply offensive rather than energizing.

The transcreation lesson: Slogans using idioms or metaphors (like “come alive”) rarely translate literally. The concept needs complete reimagining for each market.

4. Mercedes-Benz’s “Bensi” naming in China

When entering the Chinese market, Mercedes-Benz initially used a phonetic translation “Bensi” (奔死) which means “rush to death” - not exactly the luxury positioning they wanted. They quickly pivoted to “Benchi” (奔驰) meaning “dashing speed,” which better conveyed the premium performance brand image.

Key lessons from these examples:

1. Idioms and metaphors require complete recreation - “Finger-lickin’ good,” “Come alive,” and “Assume nothing” all failed when translated literally because they rely on cultural understanding of the source language.

2. Rhyme, rhythm, and memorability need recreation - Haribo’s jingle wouldn’t work if literally translated. The transcreation focused on creating equally catchy versions in each language.

3. Brand personality transcends words - Apple’s “Think Different” wasn’t about those specific words, but about projecting innovation and rebellion. Each market needed an approach that conveyed those values.

4. Cultural values differ radically - What’s aspirational in one culture (questioning assumptions) may be negative in another. Transcreation requires deep cultural understanding.

5. ROI justifies the investment - HSBC’s $10 million failure from poor translation vs potential $50,000-100,000 transcreation investment shows the enormous ROI of getting it right.

How to apply these lessons:

When planning marketing localization, ask:

• Does our slogan use idioms, metaphors, or cultural references?
• Does it rhyme or have wordplay in the source language?
• Are we trying to evoke specific emotions or values?
• Might the literal translation be offensive or nonsensical?

If you answer yes to any of these, you need transcreation, not translation. The investment in having native-speaking creative copywriters reimagine your message for each market will deliver returns many times over the relatively small additional cost.

How much does transcreation cost compared to standard translation, and is it worth it?

Transcreation typically costs 50-200% more than standard translation, but the ROI can be 10-50X when applied to the right content. Let’s break down the economics:

Cost comparison:

Standard translation:

• Rate: $0.08-0.15 per word for professional human translation
• Process: Translator converts text maintaining meaning and tone
• Typical: 1,500-2,500 words per day per translator
• Use case: Product descriptions, technical content, informational text

Example: 500-word marketing page = $40-75

Translation with localization:

• Rate: $0.12-0.20 per word
• Process: Translator adapts text for cultural fit, adjusts references, maintains brand voice
• Typical: 1,000-1,500 words per day
• Use case: General marketing content, website pages, blog articles

Example: 500-word marketing page = $60-100

Transcreation:

• Rate: $0.15-0.50 per word, OR hourly rates $75-200/hour, OR project-based $500-5,000+ per campaign
• Process: Creative copywriter reimagines content for target market, often providing multiple options with rationale
• Typical: 300-800 words per day (much more creative thought involved)
• Use case: Slogans, taglines, ad campaigns, brand messaging, video scripts

Example: 500-word marketing page = $75-250, or a single campaign slogan = $500-2,000

Why the higher cost?

1. Creative expertise required - Transcreation demands copywriting skills, not just translation ability. You’re hiring creative talent comparable to advertising copywriters, not just linguists.

2. Multiple iterations and options - Transcreators typically provide 3-5 creative options with rationale for each, explaining how each version achieves campaign goals while fitting cultural context.

3. Research and cultural consulting - Significant time spent understanding target market values, taboos, humor styles, competitive landscape, and consumer psychology.

4. Creative brief required - Unlike translation (just needs source text), transcreation needs extensive brief covering campaign goals, target audience, desired emotional response, brand voice, and constraints.

5. Revision and refinement - More back-and-forth with marketing teams to perfect the creative execution, similar to original copywriting.

Is it worth the investment? ROI analysis:

Scenario 1: Global ad campaign (where transcreation shines)

Investment:

• Original English slogan development: $5,000-15,000
• Transcreation to 5 key languages (French, German, Spanish, Chinese, Japanese): $2,000-3,000 per language = $10,000-15,000
• Total: $15,000-30,000

Alternative (literal translation):

• Translation only: $500-1,000 total for 5 languages

Returns:

• Campaign budget: $500,000 across markets
• Poor translation: 2-5% conversion rate = $10,000-25,000 revenue
• Excellent transcreation: 5-12% conversion rate = $25,000-60,000 revenue
• Additional revenue from transcreation: $15,000-35,000
• ROI: 50-233% return on the transcreation investment

And this is a conservative example - some campaigns see 5-10X performance improvements with proper transcreation.

Real-world example: A luxury watch brand ran simultaneous campaigns in Germany - one city with literal translation ($800 cost), one with transcreation ($2,500 cost). Transcreation city saw 240% higher engagement and 180% more sales, generating $45,000 additional revenue for a $1,700 incremental investment = 2,600% ROI.

Scenario 2: Brand slogan (high-value, low-volume)

Investment:

• Transcreation of a single tagline: $500-2,000 per language × 10 languages = $5,000-20,000

Alternative:

• Literal translation: $100-200 total

Returns:

• This slogan will be used for years across all marketing materials
• Poor translation damages brand perception, reduces trust, lowers conversion rates by 1-3% consistently
• For a company doing $10M annual revenue internationally, 1% conversion loss = $100,000/year
• Savings from proper transcreation: $100,000-300,000 per year
• ROI: First-year ROI of 500-6,000%, with continued value for 3-5 years

Scenario 3: Product descriptions (where translation is sufficient)

Investment:

• 50 products × 200 words each = 10,000 words
• Transcreation: $1,500-5,000 per language
• Translation: $800-1,500 per language

Returns:

• Product descriptions are informational, not emotional
• Customers mainly need to understand specifications and benefits
• Transcreation adds minimal value for straightforward product info
• ROI: Negative - you’re overspending without proportional benefit

Decision framework: When is transcreation worth the cost?

HIGH ROI - Definitely transcreate:

• Brand taglines and slogans (used everywhere, long lifespan)
• Marketing campaigns (high budget, performance-driven)
• Video advertisements (expensive production, needs emotional impact)
• Landing pages for paid ads (direct correlation to conversion rates)
• Product naming (permanent brand assets)
• Headlines and subject lines (determine open/click rates)

MEDIUM ROI - Selective transcreation:

• Hero sections of websites (high visibility, first impression)
• Email marketing campaigns (performance tracked, can measure uplift)
• Social media campaigns (engagement-focused content)
• Product category descriptions (help customers connect emotionally)

LOW ROI - Standard translation sufficient:

• Product specifications and technical details
• FAQ and help documentation
• Terms of service and legal pages
• Blog posts (informational content)
• Internal communications

Budget allocation recommendation:

For a $50,000 total localization budget for 5 markets:

• Option 1 (smart allocation):

  • $20,000: Transcreation for high-impact materials (taglines, campaign creatives, hero content) = 40%
  • $25,000: Professional translation with localization for marketing pages = 50%
  • $5,000: AI translation with review for informational content = 10%

• Option 2 (false economy):

  • $50,000: Professional translation for everything, no transcreation
  • Result: Decent quality everywhere, but high-impact materials underperform, costing 5-10X the transcreation savings in lost conversions

• Option 3 (overspending):

  • $50,000: Transcreation for everything
  • Result: Excellent quality, but waste money transcreating content that doesn’t need it (product specs, legal pages, etc.)

How to maximize ROI:

1. Start with high-impact, high-visibility content - Your homepage hero section with slogan sees 100,000 visitors/month. Even 1% conversion improvement = 1,000 more customers. Worth the transcreation investment.

2. Use translation memory for repetitive content - Transcreate once for campaign themes, then leverage TM for variations and extensions, getting transcreation quality at translation prices for derivative materials.

3. Test and measure - Run A/B tests comparing transcreated vs translated versions. Use data to justify continued investment and identify what content types benefit most in your industry.

4. Build relationships with transcreators - Ongoing relationships mean transcreators understand your brand deeply, delivering better work faster (and cheaper) over time.

5. Invest in creative briefs - Spending 2-3 hours on a detailed brief means transcreators deliver usable options on first submission, reducing revision cycles that add cost.

Bottom line:

Transcreation costs 50-200% more than translation, but for high-impact marketing content, the ROI is typically 500-5,000% or higher. The key is strategic application - transcreate what matters (slogans, campaigns, emotional content), translate what informs (specs, FAQs, help docs), and use hybrid approaches for the middle ground.

Companies that try to save money by translating everything literally typically lose 10-50X more in poor conversion rates than they “saved” on transcreation costs. Conversely, transcreating everything wastes budget on content that doesn’t need it. Strategic allocation based on content impact delivers optimal ROI.

What skills and qualifications should I look for when hiring transcreation specialists?

Transcreation requires a unique blend of skills that goes beyond both traditional translation and copywriting. Here’s what separates excellent transcreators from adequate ones:

Core competencies required:

1. Native-level fluency in target language

This goes without saying, but transcreators must be native speakers of the target language. Non-native speakers, even with excellent fluency, lack the intuitive understanding of:

• What sounds natural vs forced
• Cultural connotations and emotional resonance
• Current slang, idioms, and linguistic trends
• Regional variations within a language (Mexican Spanish vs Castilian Spanish, for example)

Red flag: Transcreators working INTO their second language (English native transcreating into French). This is standard for translation but unacceptable for transcreation, where subtle native intuition is critical.

2. Professional copywriting experience

The best transcreators have backgrounds in advertising, marketing copywriting, or creative writing - not just translation. Look for:

• Portfolio of original copywriting work (not just translations)
• Understanding of marketing principles (positioning, unique selling propositions, calls-to-action)
• Ability to write persuasive, engaging, emotionally resonant copy
• Experience with different content types (slogans, video scripts, email campaigns, landing pages)

Why this matters: Transcreation is essentially copywriting in the target language, inspired by source material rather than translating it. Someone who’s only ever translated will instinctively stick too close to the original.

Interview question: “Show me three examples of headlines you’ve written from scratch in your native language for marketing campaigns. Walk me through your creative thinking process.”

3. Deep cultural intelligence and market knowledge

Transcreators need encyclopedic knowledge of their culture:

• Current events and pop culture references
• Historical context and shared cultural memory
• Taboos, sensitivities, and potential offense triggers
• Humor styles and what makes people laugh
• Values and aspirations (what’s desirable vs embarrassing)
• Competitive landscape and market positioning

Example: A French transcreator should know that French consumers are skeptical of marketing superlatives (“best,” “revolutionary”) that American audiences embrace. They should adapt messaging to emphasize quality, heritage, and sophistication rather than aggressive selling.

Interview question: “Our product slogan is ‘Be unstoppable.’ This is very American in its individualistic, aggressive tone. How would you adapt this for your market, and why?”

4. Strategic thinking and business acumen

Great transcreators understand business goals, not just creative execution:

• Campaign objectives (awareness vs conversion vs retention)
• Target audience personas and their pain points
• Brand positioning and competitive differentiation
• Customer journey and decision-making process
• Performance metrics and what “success” means

They should ask questions like:

• “What action do you want customers to take after reading this?”
• “Who are your top 3 competitors in this market and how do they position themselves?”
• “What’s the primary barrier to purchase we need to overcome?”

Red flag: Transcreator who just wants the source text and says “I’ll make it work in Spanish.” They should want extensive context and strategic briefing.

5. Creative problem-solving and flexibility

Transcreation often involves finding creative solutions to seemingly impossible challenges:

• A rhyming slogan that needs to maintain rhyme in the target language
• A visual pun that requires completely different creative approach
• A campaign based on English idioms that don’t exist in target language
• Brand names or product names that have unfortunate meanings in target market

Example: When the car brand “Nova” entered Latin American markets, the name meant “doesn’t go” (no va) in Spanish. A transcreator might suggest renaming the vehicle entirely, creating a market-specific sub-brand, or developing creative campaigns that acknowledge and playfully subvert the unfortunate association.

Interview question: “Give me an example of a transcreation project where the literal approach was impossible, and explain the creative solution you developed.”

Qualifications and credentials to look for:

Educational background:

• Marketing, advertising, or communications degree (more valuable than translation degree for transcreation)
• Translation studies degree WITH copywriting coursework or creative writing minor
• Journalism or creative writing degree with language expertise

Professional certifications:

• Transcreation certificates from organizations like ATC (Association of Translation Companies) or CIM (Chartered Institute of Marketing)
• Copywriting certifications (indicating formal training in persuasive writing)
• Marketing certifications (Google Ads, HubSpot, showing business understanding)

Note: Traditional translation certifications (ATA, IoL, etc.) are less relevant for transcreation. Someone might be an excellent technical translator but terrible transcreator, and vice versa.

Experience requirements:

• Minimum 3-5 years professional experience (combination of copywriting and translation acceptable)
• Portfolio of 10-15 transcreation projects showing variety (slogans, campaigns, video scripts, landing pages)
• Client testimonials specifically mentioning creative solutions, not just “accurate translation”
• Industry expertise in your sector (B2B tech transcreation differs greatly from beauty product transcreation)

Portfolio evaluation:

When reviewing portfolios, look for:

1. Before and after examples

• Shows original source material and final transcreated version
• Explains why changes were made and how they serve campaign goals
• Demonstrates strategic thinking, not just linguistic substitution

2. Multiple creative options

• Professional transcreators typically provide 3-5 options per brief with rationale
• Shows creative range and strategic positioning choices
• Indicates they understand there’s rarely one “correct” answer

3. Measurable results

• “Transcreated slogan increased click-through rate 180%” (ideal)
• “Campaign outperformed literal translation by 45% conversion lift”
• Shows performance-driven mindset, not just creative self-indulgence

4. Variety of content types

• Short-form (slogans, headlines, social posts)
• Long-form (landing pages, video scripts, email campaigns)
• Different industries and brand voices
• Demonstrates versatility

Red flags to avoid:

❌ Translation-first mindset - Portfolio shows mostly standard translation with some “localized” elements, rather than creative reimagining

❌ No original copywriting - Only shows translations, never created marketing copy from scratch

❌ Generic solutions - All transcreations sound similar regardless of brand voice or industry

❌ Can’t explain choices - When asked “Why did you choose this approach?” responds with “It sounds better” instead of strategic rationale

❌ Works in too many languages - Claims native-level transcreation ability in 5+ languages (nearly impossible)

❌ No revision process - Delivers one version and insists it’s perfect, rather than collaborative refinement

❌ Defensive about feedback - Takes creative critique personally rather than professionally

How to structure the working relationship:

For best results:

1. Detailed creative brief - Provide campaign goals, target audience, brand voice, constraints, and success metrics. Budget 2-3 hours for a comprehensive brief.

2. Reference materials - Share brand guidelines, previous successful campaigns, competitive examples, and cultural dos/don’ts you’re aware of.

3. Multiple options expected - Request 3-5 creative directions with rationale for each. Pay for this creative exploration (it’s the most valuable part).

4. Collaborative refinement - Budget for 2-3 revision rounds to perfect the final direction. Best work emerges through dialogue, not one-shot delivery.

5. Performance tracking - Share results (conversion rates, engagement metrics, sales lift) so transcreator learns what works for your brand and improves over time.

6. Long-term relationships - Transcreators deliver better, faster work as they internalize your brand voice and market positioning. Investing in ongoing relationships pays dividends.

Compensation structure:

• Project-based: $500-5,000 per creative campaign (most common for transcreation)
• Hourly: $75-200/hour for experienced transcreators
• Per-word: $0.15-0.50/word (less common for creative work, but used for longer-form content)
• Retainer: $2,000-10,000/month for ongoing partnership

Where to find transcreation specialists:

• Specialized LSPs with transcreation services - Most reliable, handles project management
• Creative advertising agencies in target markets - Expensive but highest creative caliber
• Professional networks - ATC members, marketing associations, LinkedIn groups
• Referrals from other transcreators - Best transcreators know other specialists in different languages

Bottom line:

The ideal transcreator combines the linguistic precision of a professional translator with the creative flair of an advertising copywriter, the cultural intelligence of a local market expert, and the strategic thinking of a brand consultant. This rare combination commands premium rates but delivers outsized ROI when applied to high-impact marketing materials.

Don’t compromise on these qualifications to save costs - poor transcreation damages your brand more than no localization at all. For less critical content, use standard translation with localization, but for brand slogans and campaign creatives where millions are at stake, invest in world-class transcreation talent.