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"Transcreation" Gaining Momentum
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:
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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