In the marketing context, you could think of transcreation as marketing translation done right. With transcreation, the transcreator (or translator) has much more control over the content of the final text than with “normal” translation. A good marketing translator might even give you a transcreation without you asking for one!
If you want to focus on selling your product or service and are happy for the translator/transcreator to use their knowledge of the country, culture, and/or linguistic group that makes up your target audience to achieve that aim, then transcreation is for you. It will require you to brief your transcreator thoroughly. Make sure they know what tone you are aiming for and who your audience is. When you provide a text that you have produced for the transcreator to transcreate, make sure that they know they have the flexibility to change the content, and omit or add parts where necessary to achieve your marketing goals.
If you want a lightning-fast turnaround with few questions asked, then transcreation might not be for you – but think it over! You are already investing money in a translation – presumably because you want to sell. Why not invest a little time too and provide a transcreation brief that will bring you the best content, rather than content that’s just good enough?
Silk Translation 