In transcreation, I translate not only the words, but also the emotion, tone and intention behind your text. While a standard translation conveys the content, transcreation ensures that your message creates the same feeling in the target language as it does in the source text. This is especially valuable for advertising campaigns, slogans, website copy and other content where the reader’s experience is central.
What transcreation means in practice
Transcreation goes beyond simply converting words from one language into another. It involves rewriting a text in the target language while preserving the original intention, emotion and tone. I focus on the effect the writer wants to create and make sure that same effect is achieved in the new language. That requires creativity, cultural awareness and a strong feel for language, because sometimes the best translation is not a translation at all, but entirely new wording that achieves the same result.
Practical examples
A classic example is the translation of slogans. Heineken’s Dutch slogan “Heerlijk, Helder, Heineken” works in Dutch because of its alliteration and short, punchy rhythm. A literal English translation would immediately lose that effect and sound flat. In transcreation, I look for wording that creates the same energy and impact in the target language. The same applies to campaign texts in sectors such as tourism, where imagery and associations are often highly culture-specific. A text that evokes romance in French through particular word choices and rhythm may need to be built very differently in Dutch to create the same feeling. Transcreation can also be crucial in the pharmaceutical or healthcare sectors, for example in patient communication where the tone must be both reassuring and clear, regardless of language.
The advantages of transcreation over standard translation
When you choose transcreation instead of standard translation, you are investing in your audience’s experience. A transcreated text does not read like a translation, but like an original text created specifically for that audience. This has a direct effect on how your brand is perceived. Readers feel personally addressed, recognised and understood, which strengthens trust in your product or service. It also helps you avoid subtle errors in tone or word choice that can create an unintended impression. A text that sounds enthusiastic in the source language but exaggerated or distant in the target language can undermine your message without you even realising it.
When is transcreation the right choice?
Transcreation is ideal for content that needs to create a specific emotional impact. This includes advertising copy, landing pages, email campaigns, premium product descriptions, social media and brand messaging. But transcreation can also be the right approach for annual reports with a strong vision, speeches, or web copy that needs to convey your corporate culture. In short, whenever a text needs not only to inform but also to persuade, inspire or evoke emotion, transcreation is a smart investment in your communication.
Very professional and knowledgeable.
Alessandra Pigliasco
Senior Project Manager
Sjoerd is one of the best English-Dutch translators I have had the pleasure of working with.
Ramy Hana
Egypt Office Director & Senior Project Manager
Euro-Com International B.V.
Excellent quality, always reliable and flexible.
Mathijs Mekes
Co-Owner
Helena Technical Translations
He effortlessly adapts when there are project changes and always asks the right questions, in some cases highlighting errors in source texts which clients then correct.
Thomas Boettger
Senior Project Manager
Localization at Summa Linguae Technologies
