transcreation

Transcreation is a compound term made up of the English words “translation” and “creation”. Transcreation is the term used when the source text is not transferred 1:1 into the target language. The text is adapted to the culture and particularities of the target language. If necessary, the text may well deviate widely from the original and require creative writing rather than strict translation into the foreign language. Transcreation is therefore the most creative and free form of translation and requires constant communication between the client and the translator.