This document discusses different types of marketing communication services: transcreation, translation, and copywriting. Transcreation reinterprets source content for a new target audience while preserving tone. Translation accurately renders content but cannot change meaning. Copywriting creates original content based on client needs without referencing source material. Transcreation is best for maintaining consistency across markets when adapting existing successful formats, while translation is more rigid and copywriting does not involve translating. A content provider can advise on the most suitable option.

1. Selecting the Best Service for Your
Marketing Communications Needs

2. Learn the difference between
 Transcreation
 Copywriting
 Translation

3. Transcreation is
Taking the ideas of a source document and
reinterpreting it for a
 different target audience
 with different cultural background

4. Example of Transcreation
An English document can be re-engineered
for a Korean audience, yet the feel and mood of
the original document is preserved

5. In Transcreation
Experts familiar with the psyche and preference of your
target audience
Draw out the essence and winning points of the original
content that is suited for the target audience
Get the best of both worlds, a winning copy that is tailored
for the target audience which also retains the soul of the
original

6. What about Translation?
It requires rendering source
components accurately in the target
language, following the original
document closely

7. As a result
The Process is more rigid
The meaning of the translated text must be kept as
close to the original as possible
The meaning of the text cannot be changed as it could
be a business or technical document that requires
complete adherence and precision

8. So which one should I choose
for my marketing
communication needs?
Translation
Transcreation
or

9. Example
The source
“Not all tyres are round”
Implied Meaning
“Tyres from different manufacturers perform differently”
As a result
The implied meaning could easily be lost in the translation.
However
Transcreation will ensure that the message is presented in a
manner that strikes a chord with the target audience.

10. Marketing and Advertising materials
require something more than just
translation
Marketing Gurus tend to use figurative
language and inferences

11. Transcreators have more creative
control and can write in the style
suitable for the subject matter

12. Translation
Transcreation
The best option for Marketing Communication

13. How about copywriting?

14. Copywriting - the writing of publicity or advertising
content.
A Copywriter - has an in depth consultation with the
client to understand the requirements
The results - a well researched write-up customized
to the client’s needs.

15. Copywriting
vs
Transcreation

16. Copywriting is
 a straight forward process that does not
require translation work to proceed
Copywriters
 do not need knowledge of the source document
They only need
 a good understanding of the client’s
requirements to come up with an original copy

17. Transcreation
Involves adapting and creating content for a
different target market while referencing an
existing source document.

18. When to opt for Transcreation?

19. When there is a need to maintain consistency
in terms of the ideas and feel of the original
document

20. The Project requires a linguist who is
familiar with the source language to
understand the concept of the
document

21. The original
document is a tried
and tested format
that has achieved
considerable success
and it is to be
replicated for other
target markets.

22. Still Confused?
A Trusted
Global Content
Management
Provider
will be able to
advise you
on the
most appropriate
services
to suit your
needs.

23. Tel: + 65 6577 4646
www.verztec.com
Corporate Headquarters
10 Jalan Besar #16-02,
Sim Lim Tower
Singapore 208787
Fax: + 65 6577 4647