Transcreation is a term used mainly by advertising and marketing professionals to refer to the process of adapting a message from one language or culture to another, while maintaining its intent, style, tone and context.
Standard translation and localization services don't effectively maintain the creative and marketing intent of content and usually fail to fully communicate the message in other languages and cultures.
A successfully transcreated message evokes the same emotions and delivers the same impact in the target language as it does in the source language.
Increasingly, transcreation is used in global marketing and advertising campaigns as advertisers seek to transcend the boundaries of culture and language.
