[An article originally written in Italian for the blog STL Formazione]

Is transcreation simply a good translation or is it something else? This is a topic of heated conversation even among industry experts.

To try and gain a better understanding, let’s start with a definition.

Focus, needs and goals.

Transcreation, a portmanteau word originating from the fusion of translation and creation, is a mix of translation and copywriting. It is more than translation: it is copywriting bound by an original source text and the client’s brief. Continue reading →