Trans-creation is becoming increasingly common, but what is it and why is it becoming more popular?
MYL works for a wide range of Clients in various industries, from hospitality to finance, retail to business services, and everything else in between. We therefore need to have translators, copywriters and copy editors with the right skills and specialisations who can meet our Clients’ demands when it comes to conveying their messages creatively and effectively.
One type of translation work that we perform for our Clients is trans-creation. This kind of translation is necessary when a Client has marketing copy that has been developed for a particular target audience in the source language, and has to communicate the same message to a different audience in another language.
Trans-creation goes beyond direct translation and involves our translators studying the source material, then rewriting the article in the target language in a manner and style that would suit the new target audience. Instead of directly translating, our translators use different sentence structures, patterns, and even overall style while conveying the same points and ideas as the original article.
We provide trans-creation services for Current Asia’s press releases, property news and market commentary. Current Asia is among a new breed of business-to-business marketing solutions companies. Unlike traditional agencies that drive revenue from the media, Current Asia starts with consulting services and focuses on helping companies get the best returns from the various marketing automation technologies and platforms available.
When we first started working with Current Asia, we tested a number of our translators and assessed their work in terms of style and accuracy. It was critical for the chosen translators not only to be accurate in their work, but also to get Current Asia’s writing style right.
The early stages involved numerous tests and assessments to ensure that all the Client’s requirements were met. We also had to closely monitor the work after the translators were chosen, and even offered to go back to the testing and assessment stage to meet Current Asia’s challenges. In the end, however, the Client was happy to work with our chosen translators, who in turn, as they became more familiar with the company’s services and communication style, grew in knowledge and proficiency.
Today, we are pleased to say that our hard work, dedication and versatility have paid off. We continue to produce translations for Current Asia that are creative, concise, accurate, and represent exceptional interpretations of the source materials — elements of translated work that is effective and persuasive.