Transcreation is the art of creatively adapting your English advertising and branding content into Arabic to resonate with your Arab audience.
Although marketing translations and transcreation have many things in common, they are completely different. Transcreation is a combination of translation and content creation. So, it requires a big imagination and good writing skills.
Transcreation starts with a brief from you (the client) that clarifies the creative concept and your copy’s desired outcome. The resulting message can be different from the original.
Transcreation is your best choice if you have English content rich in cultural references or expressions, such as headlines, product names, slogans, taglines, ads, commercials, etc.
Since 2011, I have been transforming English copy into its identical Arabic twin, yet with a Middle Eastern character. The Arabic copy maintains the original DNA of effect, tone of voice, and flow of meaning.