Transcreation is a term coined from the words “translation” and “creation”. It describes the process of conveying the message of a source text in another language while making it culturally relevant for the target audience. 

This type of “creative translation” differs significantly from standard translation processes. While staying faithful to the original concept, it recreates the original content by adapting idioms, adding cultural references, and adjusting style and tone. Transcreation services are particularly effective when used for marketing materials, such as slogans and advertisements.