Category: Translation Business

How to get into transcreation

How to get into transcreation

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Transcreators are often copywriters too. Therefore, if you are a translator hoping to get into transcreation, it’s a good idea to sharpen your sword in the field of copywriting itself.

Copywriting is something that requires practice, a knack for understanding products and/or markets, and good writing skills. A good writer from any field within the humanities, or any field at all, can break into copywriting without delay. You can literally get an entry-level freelancing job tomorrow and start cutting your chops.

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10 Tips on Transcreation

10 Tips on Transcreation

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Transcreation is the process of adapting a creative campaign into another market with different linguistic and cultural “rules” whilst still keeping the overall tone and brand approach global.

Any creative marketing campaign would have had a lot of pre-planning, time and money going into it before embarking on the adaptation for the local markets; discussions between the creative team and the client develop over several long months, numerous meetings and dilemmas are faced before everybody is happy with the English copy.

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TRANSCREATION: ADAPTING TRANSLATED CONTENT FOR EFFECTIVENESS

TRANSCREATION: ADAPTING TRANSLATED CONTENT FOR EFFECTIVENESS

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Transwhat? That’s what most humans—and nearly all spellcheck programs—ask when they encounter the word, transcreation. In this post, an excerpt from the book Global Content Strategy: A Primer by Val Swisher, we explore the concept of transcreation and why adapting translated content for effectiveness is a necessary part of a successful global content strategy.

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Transcreation: The Key to Globalized Content Not Lost in Translation

Transcreation: The Key to Globalized Content Not Lost in Translation

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In an increasingly globalized world, there are more opportunities than ever for brands to expand into more markets. When it comes to putting marketing content into other languages, just translating is not enough. Instead, we need transcreation to preserve the context that may get lost in translation.

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Transcreation – use the right words to woo your audience

Transcreation – use the right words to woo your audience

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“Content is king” is a mantra repeated by everyone dealing with marketing. Content marketing is nowadays the best lead generating strategy (see the statistics below) so marketing teams all around the world put much effort in creating good stories. Stories that are then translated into many languages and published on different markets. But for the truly convincing and multilingual pieces, translation needs to be taken one step further to become a transcreation.

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Translation vs. Transcreation

Translation vs. Transcreation

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Translation involves rendering one language to another. Sounds simple enough. However, without proper attention to context and culture, intended meaning can be lost in the translated text. Phrases in one language should not be expected to directly translate word for word into another language. Poetry, for example, doesn’t directly translate because it’s filled with feeling and personal interpretation. For brands, slogans and taglines often include regional slang and colloquial words that require an approach beyond translating methods alone.

That’s where transcreation comes in.

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WHAT IS TRANSCREATION?

WHAT IS TRANSCREATION?

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Transcreation defines the process used by translation, advertising and marketing professionals when adapting a message from one language to another, while maintaining its intent, style, tone and context so that it is appropriate for its designated local market.

A professionally transcreated message evokes the appropriate emotions for the local market and carries the same underlying message in the target language as it does in the source language.

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Secret Recipe for being a Super Doper Project manager

Secret Recipe for being a Super Doper Project manager

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For the old secret recipe to do the perfect jump, Tigger, our mentor throughout the article, introduces it saying:

“The whoop-de-dooper loop-de-looper ali-ooper bounce
The whoop-de-dooper loop-de-looper ali-ooper bounce
It’s got the zip that makes you flip
And that’s what really counts

In the whoop-de-dooper loop-de-looper ali-ooper bounce”

As a project manager representing the zip, you connect sides altogether. And for the perfect successful flip from one project to another, and best quality of delivering projects; you must acquire some skills and potentials to do things right. After you receive the project from the sales department, your journey starts and continues in 5 phases. With the need for some skills, you sign off your project successfully.

#1 Initiation

This is the first stage and the most important one. As it is where you lay your base and stand solid along with your team. Furthermore, you foster a good relationship with the client and establish mutual trust.

This is also what I call “The Know What and How”, where you FULLY understand what the client needs and measure the complexity of his demands, and accordingly, identify your available needed assets for the matter, whether they are in-house/freelance linguists, reviewers, DTP specialists, subtitl-ers, subjects of expertise,..etc.

In this phase, you also measure the cost and the profit depending on your givens and conclusions. You identify the time needed as well to set the deadline for your team.

For this initiation, you need to have high communication skills to establish trust friendly and professionally. You also need to be highly organized to manage your priorities well.

Keep being goal-oriented and stay away from distractions and manage the pop-ups well.

#2 Planning

نتيجة بحث الصور عن ‪planning graphic HD‬‏

The stage of actual work. As you start setting a business plan. If it’s a big project into too many languages, you divide it into smaller parts with even shorter deadlines for early submission and revision. Freelance to manage the shortage if occurred. Moreover, you set a plan B for risks.  Here you start distributing tasks. And for knowing that it could be hustling, put this in mind: “If you pick the right people and give them the opportunity to spread their wings—and put compensation as a carrier behind it—you almost don’t have to manage them.” – Jack Welch, former CEO and Chairman of GE. By this we are led to the third phase, which is Execution.

#3 Implementation

نتيجة بحث الصور عن ‪machine working gif‬‏

A project manager must be a multitasking person; as in this stage, you will be communicating with all parties, you send tasks, you follow up on receiving, solving concerns and problems, answering questions. You pay all that it takes to keep your work on the track. Furthermore, if you can keep their work in parallel instead of phases, do it.

Needless to mention, that within the implementation, a lot of problems appear, things happen and stakeholders apologize for personal reasons, you need to be ready. Risks may also arise, you need to be ready. If your team isn’t well-trained to technicals, as the usage of the CAT tools, enroll them in training. In addition, if they are stuck in searching for something, ask the subject of expertise to advise.

Monitor your team and leave the ground for them to create and flourish, and always keep in touch to be ready for emergencies.

You made some mistakes? That’s okay, new lessons are added, learn and adapt for the next project. And as Tigger says:

“The whoop-de-dooper loop-de-looper ali-ooper bounce
The whoop-de-dooper loop-de-looper ali-ooper bounce
The more you try, the more you fly
And that’s what really counts

In the whoop-de-dooper loop-de-looper ali-ooper bounce”

#4 Closure

That’s a crucial stage in your project because

  1. It’s where you analyze team performance.
  2. You run quality assurance tests on the full project.
  3. Send the files to Fix mistakes if any found.
  4. Gather your files again.
  5. Then, send it to the client.

نتيجة بحث الصور عن ‪planning graphic HD‬‏#5 Post-closure

For a smart project manager, that’s the true closure. As you receive the client’s feedback on the project; consequently, you need to feed your stakeholders back for improvement. As you learned, let them learn from their mistakes. Take them steps further. A good feedback is feedback that helps you improve.

Within the phases, the project manager is a friendly, adaptable, risk-taker, decision-maker, proactive person. Nevertheless, he must even be supportive whenever technical issues pop up, which means that he must have a wide knowledge base and awareness to provide the support needed; or at least to deliver it, if complicated, to those who know better.

That’s why, the project manager is a mixture of soft and technical skills; it’s to know well, run well, and deliver well, and reach the destination guided by the plan he made.

And always remember that: “The Four Keys of Great Managers: (1) When selecting someone, they select for talent … not simply experience, intelligence or determination. (2) When setting expectations, they define the right outcomes … not the right steps. (3) When motivating someone, they focus on strengths …, not on weaknesses. And (4) When developing someone, they help him find the right fit … not simply the next rung on the ladder.” -Marcus Buckingham, a global researcher, and thought leader.

Step by step, and project by project, your management skills will improve, and as finally, Trigger says:

نتيجة بحث الصور عن ‪growth gif‬‏

It activates, it elevates, accelerates and more
You’re bouncin’ off the ceiling like you never did before

The whoop-de-dooper loop-de-looper ali-ooper bounce.

 

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