When brands expand into new markets, direct translation often isn’t enough. In this episode, we’re joined by Isabella Bennett from TransPerfect to explore creative translation, or transcreation – the art of adapting content so it works culturally, emotionally, and linguistically in different territories. From taglines to tone of voice, Isabella shares expert insights from her work helping brands stay consistent while staying relevant across borders.

Thanks to everyone who joined us for our latest webinar on creative translation. It was a pleasure to have Isabella Bennett with us – account executive at TransPerfect – to explore how marketers can navigate translation with cultural intelligence, local nuance, and creative flair.

If you missed the live session (or just want a refresher), here are your detailed show notes with the best insights and practical tips.

What is creative translation?

Also known as transcreation, creative translation isn’t just about converting words – it’s about adapting meaning, emotion, and impact for the local market. It’s often used for:

• Taglines and headlines
• Product or campaign names
• Marketing copy with humour, idioms or wordplay
• Visual campaigns and culturally sensitive imagery

Unlike standard translation (which prioritises accuracy), transcreation prioritises resonance.

Why it matters

For professional service firms and brand-driven organisations:

• Trust, tone, and nuance are crucial
• Missteps can hurt credibility or even offend
• The goal is emotional and cultural alignment, not just linguistic accuracy

Examples shared included:

• A car brand whose model name “Nova” flopped in Spanish-speaking markets ("No va" = "It doesn’t go")
• A paint company website that showed painted bathrooms – offensive in Turkish culture where tiled bathrooms are the norm

Process & Quality Control

TransPerfect follows a three-step quality process:

1. Translation or transcreation
2. Proofreading by a second linguist
3. Final quality check for tone, accuracy, and brand alignment

All linguists are rigorously vetted, subject matter experts. Additional services include:

• Back translation to verify meaning
• Glossaries and style guides tailored to your brand and markets

Working with Design and Brand Systems

• Languages like German can expand text length by 25% or more
• Character limits on platforms (e.g. LinkedIn) can constrain creativity
• Layouts may need to adjust for translated phrases

Tip: Plan for flexibility in both design and copywriting from the start.

Brand Guidelines & Localisation

Isabella recommends adapting your brand style guide for each market:

• Include “do not translate” terms
• Define tone, formatting, grammar and usage preferences
• Work collaboratively with local reviewers if available

Practical Tips for Marketers

When briefing a transcreation partner:

• Share campaign goals, audiences, tone of voice
• Provide prior translations and brand assets
• Be clear about format and media types
• Stay open-minded – what works in one market may not in another

Choose a partner who:

• Understands your sector
• Can respond to tight deadlines
• Communicates well and feels like an extension of your team

Top Tip: Involve local voices early in the creative process for better results.

What about AI?

Can ChatGPT replace human transcreation? Not quite yet.

• LLMs (like ChatGPT) can help brainstorm or generate placeholder content
• But they still need human review for accuracy, tone, and nuance
• TransPerfect uses AI alongside human linguists in a “human-in-the-loop” process

SEO in Other Languages

Yes – TransPerfect offers multilingual SEO services including:

• Market-specific keyword research
• Localised SEO strategy before translation begins
• Technical guidance for web implementation

A recent webinar on SEO and AI is available on request (link in follow-up email).

Final Thoughts

Creative translation isn’t just a step in the process — it’s a strategic investment in clarity, trust, and connection. Thanks again to Isabella Bennett for sharing her expertise.