Founded in Transcreation š«
By Delfina Morganti HernƔndez
Transcreation blends translation with creation. Also referred to as rewriting or transadaptation, transcreation is the value-added language service rendering creative content into a new language for marketing purposes. Slogans, film titles, video games, app content, and ad copy are some examples of content that often require a brand to use transcreation.
This podcast is about entering the realms of language and creativity with brands.
Enjoy! š
Founded in Transcreation š«Mar 22, 2022
Why Brands Need Creative Translation Solutions | S3 E1
In this episode, Marketing Translator Belinda Grace Fischer and I have fun discussing all of this and more:
- How Belinda went on to position herself as a Marketing Translator
- How transcreation or creative translation differs from regular localization services
- Why should a SaaS, e-commerce or any other brand consider hiring a transcreation specialist
- What are the benefits in terms of reputation and profits for global brands
- What are some creative challenges in German Marketing Localization and Transcreation?
ABOUT THE GUEST
Belinda Grace Fischer is a Marketing Translator for English (US, UK) ā· German & Copywriter currently based in Germany. She's also a dog lover with a passion for singing (secretly hoping to bring back early 2000s R'n'B). Before starting her translation business, Belinda worked as a marketing executive in the UK and a tech translator in Germany. As a bicultural language lover, she did her MA in Intercultural Business Communication. Throughout her university days, she was known as the party organiser, whether that was running her "Stammtisch" meet-ups at the pub or hosting "Latin Party" pre-nights. Today, she helps international e-commerce brands and SaaS companies cross borders by providing translation/transcreation (English ā· German) and copywriting services. When she's not working, Belinda enjoys being creative in different ways, from singing to photography. Find out more about Belinda on her websiteā or follow her activity on ā LinkedIn.
ABOUT THE HOSTĀ
Delfina Morganti Hernandez (Rosario, Argentina) is a seasoned US/UK English-LATAM/Argentinian Spanish Copywriter, Transcreator, and Marketing specialist. She's the author of two Amazon eBooks and of hundreds of LinkedIn articles and blog posts on transcreation and marketing strategy for freelance translators. Every day, she helps Global Human Brands communicate as humans, with humans, through content that converts and stories that s(w)ell. You can learn more about Delfina at orangepowerdmh.com (English website) or traduccionescreativas.com (Spanish site).Ā
LIKE THIS PODCAST?Ā
Follow and leave a message so I can learn more about you!
Thanks for listening!
Ā
Stay tuned!
Delfina šĀ
S2 E5 | Csaba BƔn: A Technical Translator's Journey to Transcreation
āI receive 5 to 10 transcreation jobs per month. They are small, but they are quite wide-ranged in terms of brands and the type of texts that need to be transcreated. Sometimes itās two-word taglines with 20 pages I have to read before I provide at least three different versions into Hungarian plus the back-translations.ā āCsaba BĆ”n | BP Translation Conferences ā¢ English-Hungarian Technical Translator & Transcreator
Csaba BĆ”n (Budapest, Hungary) is one of those translators with a thirst for innovation. He first started out as a Business and Finance English-Hungarian translator, then he shifted to technical manual translation services. Having won his project managers' trust, and always up for a creative challenge, Csaba enjoys a steady monthly workflow as a freelance transcreator as well. Moreover, since 2014, heās been the brains behind one of the most renowned events in the localization industry: BP Conference.
So yes, some translators prefer to work on transcreation for the sake of variety. And Csaba is one of them.
In this episode with Csaba BƔn as my guest, we discuss:
- The importance of spotting the source text rhetorical devices in order to assess whether transcreation will be needed (even in technical and financial contexts)
- The transcreation brief: how it differs from a typical translation project assignment
- The differences between transcreation and localization services in financial and technical settings
- What a typical tagline transcreation project workflow looks like
- How you can start offering transcreation services to your existing agency clients
- The āmaking ofā BP Conference and whatās in it for translators
- How you can enroll in the upcoming BP Conferences in May 2022
//////
ā¾ļø ABOUT CSABA BĆN
After spending a few years as an in-house translator, Csaba BĆ”n started being a full-fledged freelancer on the international market in 2001, and there was no turning back. Active on Proz.com in its early years, he started organizing powwows in his native Budapest, then an international conference, while expanding his client base worldwide.Ā
Connect with Csaba: https://www.linkedin.com/in/bancsaba/
Learn more about the BP Conferences: https://bpconf.com/
ā¾ļø ABOUT THE HOST
Delfina Morganti HernƔndez (Rosario, Argentina) is a seasoned US/UK English-LATAM/Argentinian Spanish copywriter, transcreator and marketing specialist. She's the author of two Amazon eBooks and of hundreds of LinkedIn articles and blog posts on transcreation and marketing strategy for freelance translators. Every day, she helps brands communicate as humans, with humans, through content that converts and stories that s(w)ell. You can learn more about Delfina at orangepowerdmh.com (in English) or traduccionescreativas.com (in Spanish).
ā¾ļø LIKE THIS PODCAST?
Leave a message on anchor.fm/transcreationpodcast so I can share it in the next episode.
Stay tuned!
Delfina š
S2 E4 | How Brands Can Benefit from Monolingual Copywriting + Creative Revision
What does it feel like to translate without the source text? And what's in it for brands? This episode delves into a ground-breaking approach to #localizationāCreative Revision with Monolingual #Copywriting, a language solution somewhere between #transcreation and copywriting that helps increase user engagement in the realms of website and #software localization.
Join me to explore these topics: Ā
š” A recap of LSP Vistatec's webinar on āTranslating without the Source Text: A Hybrid Approach between Localization and Copywritingā
š” The behind-the-scenes details of a Monolingual Copywriting project I've worked on lately, for a digital marketing brand
š” Why I've re-positioned myself as a copywriter after studying Translation, Marketing, and Advertising
š” Metaphors and analogies to explain what the creative process of translating without the source feels like
š” What's in it for brands: The benefits of monolingual copywriting in website localizationĀ (contradictory as this may sound)
/////ABOUT THE HOSTĀ
Delfina Morganti HernĆ”ndez (Rosario, Argentina) is a seasoned US/UK English-LATAM/Argentinian Spanish copywriter, transcreator and marketing specialist. She's the author of two Amazon eBooks and of hundreds of LinkedIn articles and blog posts on transcreation and marketing strategy for freelance translators. Every day, she helps brands communicate as humans, with humans, through content that converts and stories that s(w)ell. You can learn more about Delfina at orangepowerdmh.com (English website) or traduccionescreativas.com (Spanish site). Ā
/////LIKE THIS PODCAST?Ā
Leave a message on anchor.fm/transcreationpodcast so I can share it in the next episode! Ā
Thanks for listening! Ā
Stay tuned! Ā
DelfinašĀ
S2 E3 | The Challenges of Transcreation + LinkedIn Video Tips for Freelancers, ft. Sylwia Biczyk
In this episode of Founded in Transcreation, I interview Polish Business Translator Sylwia Biczyk to discuss:
š” How she chose her areas of specialization as a freelance translator
š” What it's like for her to consistently create content on LinkedIn
š” Video-based content creation tips you can borrow and start using today
š” The differences between translation and transcreation
š” Some real-life customer stories where her work as a transcreator was critical
š” The challenges of explaining what we transcreators do to a client
š” The cultural challenges behind transcreation as a service
š” And more!
ABOUT TODAY'S GUESTĀ
Sylwia Biczyk is an English/Polish Business Translation & Transcreation service provider specializing in business and corporate communications. Her passion for languages took her to an American college where she immersed herself in English. This experience helped her realize that most people felt like her: intrigued by foreign languages, in love with the communication aspect, in need of native help to build relationships across borders. Sylwia declares that, āThere is nothing more rewarding for me than to see English- and Polish-speaking companies communicate and grow their businesses together.ā Feel free to reach out to Sylwia at sylwia@eng-translator.pl or visit her website to learn more: https://eng-translator.pl/?lang=en
ABOUT THE HOST
Delfina Morganti HernƔndez (Rosario, Argentina) is a seasoned US/UK English-LATAM/Argentinian Spanish copywriter, transcreator and marketing specialist. She's the author of two Amazon eBooks and of hundreds of LinkedIn articles and blog posts on transcreation and marketing strategy for freelance translators. Every day, she helps brands communicate as humans, with humans, through content that converts and stories that s(w)ell. You can learn more about Delfina at orangepowerdmh.com (English website) or traduccionescreativas.com (Spanish site).
LIKE THIS PODCAST?
Leave a message on anchor.fm/transcreationpodcast so I can share it in the next episode!
Thanks for listening! Stay tuned!
Delfinaš #orangepowerDMH
S2 E2 | Seth Godin's āThis Is Marketingā: A Discussion with Nathan Bennett
āIf youāre not making a change, you are not doing marketing. Youāre just wasting time and money.ā ā¢ āMarketing is something we do FOR people. The purpose of marketing isnāt to sell your stuff. Itās to help your people get where they want to go.ā One of Seth Godin's major works, This Is Marketing is a book about authenticity. Itās a highly inspiring bookāitās truthful and it inspires you to use marketing for good. On this episode of Founded in Transcreation, writer Nathan Bennett joins me to discuss a few topics of interest to transcreators, copywriters and marketers alike:
š” What is marketing from Seth Godinās perspective?
š” The template the author offers readers so they can phrase their offering.
š” The key concept of āminimal viable audienceā
š” Some key case studies presented by Godin in his book
š” And more!
NOTE: Seth Godin's words are quoted from the book This Is Marketing: You Can't Be Seen Until You Learn To See, Penguin, 2018. You can find the audiobook, ebook and paperback editions on Amazon and more.
ABOUT ME
Hi there! My name is Delfina Morganti HernĆ”ndez (Rosario, Argentina) and I am the creator and host of the first podcast on transcreation. I am a seasoned English-Spanish (LAT, Argentina, International) transcreator and cultural consultant, and I'm in love with branding and advertising!š You can learn more about me at orangepowerdmh.com
YOU'RE WELCOME TO STAY IN TOUCH via LinkedIn, or you can leave a message on anchor.fm/transcreationpodcast so I can share it in the next episode!
Thanks for listening! Stay tuned!
Delfinaš #orangepowerDMH
S2 E1 | Marketing in 2021 and beyond: An interview with Adrian Cohn, Head of Marketing at Smartling
š„ This episode includes a surprise giveaway, DON'T miss it!š
Adrian Cohn is Head of Marketing at Smartling, a translation technology and services company with an extraodinary marketing, branding and communication strategyš
On EPISODE 1 of SEASON 2, you'll discoverš
ā What is marketing and how it is different from branding, according to my expert guest Adrian Cohn
ā How brands can adopt a more human-centric approach to connect with their audiences
ā Marketing trends in the digital era for both, companies and personal brands, in 2021 and beyond
ā Adrian Cohn's personal journey from Operations Manager to Customer Success rep to Head of Marketing at Smartling
ā The story behind Smartling's inspiring manifesto
ā An exciting event in the localization industryāSmartling's Global Ready Conference on April 14, 2021 (you can register free)
ā And more!
š„ If you guess where the spot mentioned by Adrian Cohn was made, email him at acohn@smartling.com / Subject Line: "Delfina" for a chance to win one Apple HomePod mini. Good luck!š
š REFERENCES
1ļøā£ Excerpt quoted from Smartling's manifesto: āTranslation is a purpose and a privilege. Translation is about the truthāmaking sense of place, culture, history, and the sum total of the human condition. We see language as a bridge, not a barrier. We value context over content. We arenāt always right, but we strive to get it right. We believe translation is the search for meaning, but believe strongly that it is also a plea to be heard. We find words in all great things. We see whatās truly possible in words. Talk is cheap. So, let us be rich in meaning.ā Read the full text
2ļøā£ This Is Marketing: You Can't Be Seen Until You Learn To See ā Book by Seth Godin
3ļøā£ The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company ā Book by Robert Iger
4ļøā£ Smartlingās Anywhere, Today; Quill to Qwerty; and Home spots.
ABOUT ME
My name is Delfina Morganti HernĆ”ndez (Rosario, Argentina) and I am the creator and host of the first podcast on transcreation. I am a seasoned English-Spanish (LAT, Argentina, International) transcreator and cultural consultant, and I love branding and advertising!š You can learn more about me at orangepowerdmh.com
STAY IN TOUCH via LinkedIn or leave a message on anchor.fm/transcreationpodcast so I can share it in the next episode!
Delfinaš #orangepowerDMH
S1 E5 |šµSong Transcreation: Connecting the Dots
ON EPISODE 5 of Founded in Transcreation, you'll learnš
šµThe story behind my song translationāor, rather, song transcreationāhobby.
šµHow, as Steve Jobs would put it, 'You can only connect the dots looking backwards.'
šµIdeas on how your hobby may turn into your next project, opportunity or niche in the localization market.
If you'd rather read the story, please visit my article Translating Songs: The Awakening of Babel in Me
If you're a translator, a musician, or are simply interested in creativity, storytelling and the arts, you'll love this episodeš
ABOUT ME
My name is Delfina Morganti HernĆ”ndez (Rosario, Argentina) and I am the creator and host of the first podcast on transcreation. I am a seasoned English-Spanish (LAT, Argentina, International) transcreator and cultural consultant, and I love branding and advertising!š You can learn more about me at orangepowerdmh.com
STAY IN TOUCH via LinkedIn or leave a message on anchor.fm/transcreationpodcast so I can share it in the next episode!
Delfinaš #orangepowerDMH
S1 E4 P2 | Transcreations of Oreo's Wonderfilled campaignāA discussionāand sing-along sessionāwith Natali Lekka
šWelcome back! This is the second part of EPISODE 4 of FOUNDED IN TRANSCREATIONš«, where Greek transcreator Natali Lekka joins me in this crazy adventure to critically analyse the Greek and Spanish versions of the Oreo commercial "Wonderfilled" (You'll love it! Or... hate it, but one thing is certaināyou won't be able to ignore it. Here's the source message for you to get an aural and visual... idea: https://www.youtube.com/watch?v=CHjLnWDI4BI).
š”Apart from deconstructing existing transcreations, we use some back-translations from Greek and Spanish LATAM into English, attempt to transcreate "Wonderfilled" into Spanish (how about "Mundo MaravillOreo", for instance?) and you'll even have the PRIVILEGE of listening to Natali and me š¤sing to the English version! Yay!š±
ā ļøWARNING: This is as informative and insightful an episode as it isāor should beāfun. Wonder if you'd laugh at us or with us? Hm... Never mind! We loved doing it and we'd certainly do it again!š
Oh, by the way, if you haven't, check out PART 1 of this EPISODE 4 for a more serious take on transcreation, copywriting and more!š
Delfinaš #BrandingBrain #orangepowerDMH
S1 E4 P1 | šTranscreation, copywriting and content writing with Natali Lekka
š”In this episode of FOUNDED IN TRANSCREATIONš«, Greek transcreator Natali Lekka answers how she started working as a transcreator and whether she enjoys it more than other activities in the language industry and why.
š”Natali clearly defines transcreation, copywriting and content writing as three different things, and provides some key examples from experience.
š”Also, she shares her view on why the term ātranscreationā is mainly used as a borrowing from English in Greek and tells us more about her experience transcreating for brands from an array of industries.
š¬Together, we reflect on the importance of using transcreation to safeguard a brand's reputation, impact and, ultimately, its conversion rate when attempting to sell across borders.
ABOUT NATALI šNatali Lekka has a MA in Translation Studies from the University of Warwick in the UK and has been translating professionally from English and French into Greek since 2008. She specialises in marketing, advertising and transcreation. Natali is also a bilingual content writer and feature writer for brands and publications. In 2020, Natali Lekka launched Ā āContent Writing For Translatorsā, an e-course that helps translators branch out to content writing. You can find Natali Lekka on LinkedIn.
I hope you enjoy this exciting interview with Natali, and brace yourself for part 2. You just can't miss it! š
Delfinaš #BrandingBrain #orangepowerDMH
S1 E3 | š¶What if the original is a translation? | š”Thoughts on 'the original', as inspired by Michael Cunningham
š”āWhen I started working with translators, I couldnāt help noticing that many of the problems that vexed them -- questions of nuance, resonance and tone, as well as the rhythms of the sentences themselves -- were familiar to me. Iād worried over the same things when I wrote the book in the first place. It dawned on me, gradually, that I was a translator, too. I had taken the raw material of the book in question and translated it into language,ā wrote Michael Cunningham, the American writer and author of āThe Hoursā, in 2004 (A hero found in translation, Los Angeles Times).
In this episode of Founded in Transcreationš«, I'm taking a break from transcreation challenges to question the status of 'the original' as such, based on the thoughts and truths revealed by Michael Cunningham in his article Found in translation (New York Times, 2010).
One key difference between translation and transcreation lies in how the linguist approaches the source text, and this episode, short and simple as it is, may reveal more about that difference than you've ever heard or read about yourself.
Delfinaš #BrandingBrain #orangepowerDMHš
ABOUT ME I am Delfina Morganti HernƔndez, a seasoned English into Spanish for Latin America and Argentina transcreator, marketer and copywriter, and you are welcome to find out more about me at en.traduccionescreativas.com
S1 E2 P2 | š±Making the impossible possible: Nike'sš slogan "Just do it" gets transcreated into German and Spanishš
šWelcome to PART 2 of EPISODE 2 of FOUNDED IN TRANSCREATIONš«! In the last part of this episode, we're delving into the story of Nikeš and, more specifically, into how and when Nike's most iconic slogan, "Just do it", was born, you'll never guess!š
Moreover, since my co-host for this episode is Eva Katernberg, a German localization specialist based in France, we go step by step through our creative processes to come up with potential "translations" (erm, rather, transcreations) of Nike's "Just do it" into German and Spanish for Argentina and Spain, something which may seem impossible at first sight, given the rhythm and uniqueness of perhaps the three best-known words in the history of advertising: JUST. DO. IT.š± Well, we did it!š
š§If you like this podcast, remember you can leave a voice message with your feedback and I'll be happy to share it in the next episode!
I hope you enjoy this last part of episode 2, I most certainly did!
Danke, Eva Katernberg! š
Delfinaš #BrandingBrain #orangepowerDMH
ABOUT ME I am Delfina Morganti HernƔndez, a seasoned English into Spanish for Latin America and Argentina transcreator, marketer and copywriter, and you are welcome to find out more about me at en.traduccionescreativas.com
S1 E2 P1 | šEva Katernberg on transcreation techniques and her career move into localization
Welcome to the second episode of FOUNDED IN TRANSCREATIONš«, the first ever podcast on transcreation as a service, where we delve into how brands cross borders with their creative communicationsš
I am Delfina Morganti HernƔndez, a seasoned English into Spanish for Latin America and Argentina transcreator, marketer and copywriter, and today I am introducing my translator and transcreator colleague Eva Katernberg, a German localization specialist based in France with a diverse educational and professional career ranging from (business) journalism, communications and project management to UX.
In this first part of episode 2, I interview Eva to learn why transcreation ājust combines everything perfectlyā for her: her passion for languages and culture, her knowledge from university and past work experiences, her talent for writing, and her interest in IT.
We also we discuss how each of us tends to approach our own creative process with transcreation clients and have a good laugh discovering how different and yet similar such approaches can be.
š§If you like this PART 1 of EPISODE 2, you'll definitely love PART 2, where weāll attempt to transcreate or creatively render into German and some Spanish varieties of the branded slogan Just Do It, by Nike.
šBut who am I and why I talk the language of transcreation? You are welcome to find out more at en.traduccionescreativas.com
In the meantime, I hope you enjoy this ground-breaking take on transcreation!š
Delfinaš #BrandingBrain #orangepowerDMH
S1 E1 | What is transcreationš? What are some interesting examples? | Coca-Cola Is It
šWelcome to the first episode of FOUNDED IN TRANSCREATIONš«, the first ever podcast on transcreation as a service, where we'll delve into how brands cross borders with their creative communicationsš±
In this episode, we'll define transcreation in connection with how brands can make the most of going a step further than translation as part of their marketing strategy, in order to resonate with locals and elicit the same emotions, associations and conduct as their source message does in its culture of origin.
Additionallyāand here's the most exciting bitā, we'll delve into how Coca-ColaāØ transcreated into Spanish (Argentina) one of its best-known slogans for a 1988 TV commercial. Did you know that the brand used Robin Beck's song FIRST TIMEš¼ for this amazing spot? How was it rendered into Spanish? Brace yourself, because you'll even hear me š¤SING to the lyrics!š
But hey, who am I to take the floor on this fascinating subject matter?
šMy name is Delfina Morganti HernĆ”ndez (Rosario, Argentina) and I am the creator and host of the first podcast on transcreation. I am a seasoned English-Spanish (LAT, Argentina, International) transcreator and cultural consultant, and I love branding and advertising! š You can learn more about me at en.traduccionescreativas.com
In the meantime, I hope you enjoy this ground-breaking take on transcreation!
Delfinaš #BrandingBrain #orangepowerDMH