Transcreation: a service in the language industry Transcreation is a relatively new service in the language industry. It has grown and consolidated in the last decade, gaining momentum after the publication of a report on the topic by CSA, a market
In order to remain competitive, many translation companies are expanding their fields of activity to include technical communication, layout, terminology, and other related services, and are thus becoming full-service multilingual and cultural communication vendors. As translation agencies expand their services and competencies — in line with the broad definition of translation used in modern-day translation studies — translating marketing communications materials is one potential area into which they might expand. However, international advertising campaigns for multinational companies are often handled by or with advertising agencies, frequently without the involvement of translation agencies (Anholt 2000). Capturing this additional field brings with it new process requirements, especially for translation agencies which have previously focused more on technical and/or business translation. Depending on the creative brief, the translation of marketing communications materials or advertising campaigns frequently involves a comprehensive rewriting and recreation of the message (Bondarenko 2009; Torresi 2010). The term “transcreation” is often used to emphasise the extensive adaptation thereby required (Ray and Kelly 2010; Rike 2013). However, we argue that the need for a term such as “transcreation” — or “localisation”, for that matter — does not stem from a higher degree of adaptation, but from the specific service processes offered under this translatorial action label. In this paper, we look at the challenges translation agencies may face when entering this field. In an exploratory empirical study, we investigated the expectations of 10 regular clients of an Austrian translation agency regarding the translation (or transcreation) of marketing communications materials. For this purpose, 13 qualitative interviews were carried out with agency clients in Austria, Germany, Italy, and Switzerland. The interviewees were asked about their interest in such a service in principle, its potential added value, and their expectations of the product and process. The study also looked at their expectations of the briefing and review processes. The results serve to outline the necessary modifications to the processes required to offer this specific translation service.
editors' home institution of Aarhus University, focusing on boundary-moving phenomena in TS generated by globalization, digitalization, and other technological advancements. It analyzes, among others, such novel translation phenomena as transcreation
practices that use the highly creative translation solutions of transcreation (in game localisation) and adaptation (in film remakes). Minako O'Hagan (chapter 10) claims that the history of game localisation cannot be separated from the influence of
concerning the issue of translation in journalistic contexts, although the issue of transcreation was not among the main themes of this paper. Altogether, this paper seems to lack a clear focus. The other paper, by Pietro Luigi Iaia (University of Salento