What’s involved in the translation process? To do it right, a lot more than most people think. The experts at Global Language Solutions explain why creative translation projects require additional steps and expertise.

Transcreation. For truly creative pieces, translation needs to be taken a stage further, which is where transcreation fits in. Transcreation is about taking a concept in one language and completely recreating it in another language – it is normally applied to the marketing of an idea, product or service to international audiences. The aim is to get the same end reaction in each language, something that translation alone is unable to achieve.

Qualified linguists. Quality, skilled translators cost more. In addition, creative concepts involve a team of linguists who understand the local market. Specifically, what will resonate with the intended audience, as well as what could offend or even result in a litigious outcome.

Processes and procedures. A professional translation firm will have quality assurance processes in place – and follow them, as opposed to cutting corners to save money. Included in these processes are review guidelines and back translations.

Project team. Translation projects require a proactive project team that works with the client, catering to their preferences and maintaining the client’s glossaries and style guidelines. The project team consists of multiple skilled members, including a dedicated project manager.

If your creative campaign is crossing borders, on- or offline, contact GLS for more information about professional translation and transcreation services.

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