Marketing copy in another language has to do the same job as the original: interest, persuade, convert. Word-for-word translation cannot do that. Transcreation can.
Marketing content is the category where machine translation fails most visibly and most expensively. A campaign headline that depends on a cultural reference, a product tagline that only works in one language, a call to action that sounds natural in Portuguese but wooden in German. These are not translation problems. They are localisation and transcreation problems, which require a linguist who understands both the source culture and the target one. We work on: advertising copy (digital, print, OOH), brand content (manifesto texts, about pages, brand guidelines), email marketing campaigns, brochures and catalogues, product descriptions, and social media content. For significant brand content, we offer a transcreation process: we brief the target-language linguist on the intent, tone, audience, and constraints, and they produce a version that achieves the same effect in the new language. You get the original and the adapted version, with a note explaining the decisions made.
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