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Why transcreation and not translation?
Transcreation originated in marketing and advertising to help ‘translate’ branded content. Well written marketing and brand content – designed to influence, engage and appeal to emotion – uses metaphor, idiom and other copywriting techniques, often supported by visual content.
I believe that standard translation techniques are inadequate to reflect the quality of business-critical Dutch branded content. What you need for these business-critical communications is ‘transcreation’.