"Transcreation" Gaining Momentum
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The term "transcreation"
doesn't exactly roll off the tongue, but it is getting
used increasingly by a new wave of firms seeking to
distance themselves from translation firms.
This article
profiles an ad agency that is marketing transcreation
as a value-added service. Here's an excerpt:
Tayrona, whose clients
include Hilton Hotels and larger ad agencies working
for such multinationals as furniture giant Ikea,
has some 20 staffers on contract from Los Angeles,
Mexico, Colombia and Argentina. It's a virtual office
of collaborators connected by Web cameras and keyboards,
and helps reduce overhead, Osorio said.
The firm charges 24
cents per word compared with 30 cents to 40 cents
per word from larger agencies, and guarantees more
authentic copy.
"Many advertising
agencies are charging too much for clients,"
he said. "They're paying too much for meeting
rooms so they can watch people scratch their heads
in meetings."
In defense of the translation industry,
a good translator also transcreates. That's just part
of the job. But savvy executives see an opportunity
to offer translation-like services at a better rate.
I suspect we'll be seeing a lot more of transcreation
in the months ahead. Why? Because translation
sounds like a commodity; transcreation sounds like
a service.
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