Transcreation and marketing translation

Translation works for informative texts where the source text leads — product specifications, technical manuals, legal documents. Marketing copy has a different job: stir emotion, prompt action, carry the brand voice. Transcreation means a native creative writer rewrites the message so word choice, rhythm, cultural references and emotional weight work in the target market. We typically deliver 2-3 transcreation variants per element with rationale.

Brand consistency across locales isn't a matter of literally translating source brand voice; that rarely works. We build a glossary with your brand team — formality level, rhythm, no-go words, terminology — and a native creative writer per market applies those principles in a locale-native way. For recurring campaigns the glossary grows.

For brochures, advertising, press releases and presentation material we deliver DTP services in InDesign, Figma, Illustrator and other standard programs. Language-specific typography (e.g. Cyrillic, Arabic RTL, CJK character sets), correct hyphenation and line spacing, print-ready files in PDF/X-1a or digital-ready assets.

Marketing translation has a wider price range than technical or legal translation. Indicative: standard marketing translation £0.10–£0.16 per word; transcreation £0.13–£0.30 per word (depending on variants and depth); MTPE workflow for e-commerce volumes lower; taglines and slogans often per project with 2-3 variants. Multilingual SEO content with additional keyword research per market.

Good marketing translation requires more than language skill — cultural currency, sector affinity and native feel for rhythm and idiom. We select creative writers who live in the target market, have their mother tongue as the target language and have experience in your sector. For recurring campaigns the same team stays assigned to your account.

For performance marketing and email campaigns we deliver several copy variants per element (headline, CTA, body) with a brief rationale per variant. Ready for A/B testing in Meta Ads, Google Ads, Klaviyo, HubSpot or your ad platform. We do not claim a specific conversion uplift in advance.

AI and machine translation are productively deployable for research, concept generation and large volumes of product copy, but not as final output for transcreation or brand work. We use DeepL Pro, OpenAI and Anthropic as tools for variant generation and research, followed by full human post-editing and rewriting by a native creative writer.