Translation + creative = transcreation

How do you make sure slogans stay memorable, jokes still get a laugh and campaigns wow when they’re translated?

Transcreation is an advanced form of localisation that combines translation skills and creative licence to preserve the core meaning of the source text for its new region. In essence, it is the translation of ideas, not just words. 

From recruiting Father Christmas to sign for deaf children, to translating books and coordinating creative campaigns across 40+ territories, we’re capable of meeting even the most unusual of creative translation needs. 

We understand the pressures of wanting to keep the integrity of your creative work when it’s translated, and that’s why the linguists we work with on transcreation projects have extensive copywriting experience and are selected based on their skills for the job. This makes sure you’re still working with talented creatives and marketeers – regardless of language. 

Through transcreation, they’ll recreate your words in a way that is linguistically and culturally engaging.

Transcreation is great for:

  • Creative copywriting
  • Slogans and Straplines
  • Puns and idioms
  • Video localisation
  • Advertising campaigns

“We’ve worked with Comtec to ensure that the translation is more like transcreation. We trust Comtec to ensure that the message, the tone, the style, the sentiment, and actually the core creative concept that we have is adapted in each language. This process includes local briefings, test samples, full translation process, and also a review and supply of what we do and we’ve worked on together.”


Ben Bonner
Account Director
McCann Central


We support McCann with the localisation of marketing copy for a range of end clients, including the translation of creative assets, press releases and web content. We have also supported their end client, a leading airline, with the transcreation of marketing straplines.

“With Comtec we were confident that they’d recruited and vetted appropriate linguists for our specific project. They deliver when they say they will deliver and have an openness to be involved to best meet our clients’ needs.”


Sara Gibson
Programme Director
The Marketing Store


The Marketing Store is a global customer engagement agency with offices all over the world. We supported TMS with translating a series of short children’s books into 40 languages, as part of McDonald’s Happy Meal Readers programme.

How can we help?

Book a call today to discuss your project with one of our team.