Marketing Translation, AKA Transcreation, is a Craft Unto Itself

As a copywriter and communicator, I have enormous respect for the expertise of translators, while recognizing that I am definitely not one. The work of a translator demands accuracy and an unwavering faithfulness to the original text.

Transcreation, on the other hand, is sometimes called marketing translation - but it’s actually more closely related to content creation than to translation. It entails adapting a specific message into a different language while preserving the context, style, and intent of the original. Any cultural nuances or humour have to come through as well. Transcreation is a service that demands the creativity of a marketing copywriter who is comfortable in both the original and the target languages. It's also a service that many Quebec companies aren't familiar with and resort to Google Translate, resulting in some rather awkward formulations. Languages are complex systems rife with nuance.

Whenever I am asked to “translate” or even to “adapt” marketing copy from French to English, I mentally high five the company for making an effort to reach their English customers and respect their intelligence. Then I put on my transcreation hat and approach the assignment as though I were doing content creation from scratch. My goal is to make it sound as if it had been written by an English copywriter in the first place. The adapted English copy has to sound as natural as the French – otherwise, it ends up sounding stiff or clunky. Maybe not to everyone, but definitely to bilingual Montreal copywriters and other word nerds who notice this stuff. Actually, I believe that if something sounds off, people respond less favourably, even if they can’t quite pinpoint why.

Montreal businesses in particular can benefit from transcreation services, in addition to the much-needed services of traditional translators. Quebec companies making use of such a service are sending a strong message to readers that they are committed to connecting with their English audiences. And that's priceless.