"Transcreation is something
in between translation and copywriting.
With transcreation, you have your message
recreated in the target language,
with all the initial implications in mind."
Translation is always a creative process. You cannot just replace words with their direct translations, without taking into account the context, the cultural background, the subtle connotations, and many other things.
How is transcreation different?
Well, imagine you have some important marketing copy to accompany your brand image.
A slogan that took many months to create.
A headline that makes your copy shine.
A brand message that communicates your core values to a vast audience.
Catchy ad copy meant to affect the consumer's decision to purchase your product.
Website copy that makes your visitors stay.
A plain straightforward translation is good to convey the information, but it won't work if you want to have the same impact on your target language audience as the original message is supposed to have. All of your creative work put into your marketing copy will simply be wasted.
Transcreation is something in between translation and copywriting. With transcreation, you have your message recreated in the target language, with all the initial implications in mind. Your creative concept, your target audience, your tone of voice, your brand values, just everything that brings your words alive and gives them power.
In addition to obvious things like slogans and headlines, transcreation is also good for important newsletters, creative blog posts and literally anything that requires adaptation rather than a direct translation.
Will be happy to recreate your message in Russian!