Transcreation and copywriting

symbolic image for transcreation: a pair of glasses and a pen lie on an open notebook, next to it a laptop

Do you want to promote your products in Germany? You will need a transcreation each time your company wants to advertise or promote your services in another country and desires a cultural adaptation of marketing texts or public relations material.


I offer copywriting, localization and transcreation services for corporate communication from English into German, Danish into German and French into German. As an experienced transcreator, I will find a creative translation strategy that fits your needs and business goals.

What is the difference between translation and transcreation?

You thought hard about the right words to get your message across. Your advertising text reads fluently, grabs the reader's attention and helps to sell your product. Your catchy slogan also works great in the original language.


But if you translate the advertising text too literally into the target language, it could be completely awkward or make no sense at all. The consequences? Your product will not sell in the target country.


This is where transcreation comes in. The term transcreation is composed of the words translation and creation. Sometimes, a transcreation is therefore also called a creative translation. A transcreation is essential to convey the original intent, style, tone and context of the marketing text or public relations material, while making it work in another language and culture.


This process is sometimes also called localization, cross-market copywriting or international copy adaptation. The intentions are always the same: making your foreign language marketing material as striking as its original.

When to use transcreation instead of translation?

A transcreation is the best option for:


  • Slogans and claims
  • Advertisements
  • Product brochures 
  • Press releases for new products or service offers
  • Newsletters
  • Company brochures
  • Image brochures
  • Corporate magazines

  • Websites

  • Commemorative publications, anniversary publications
  • Corporate communication in social media

  • Sales letters/mailings

  • Internal communication/newsletters for employees

  • Magazine articles

  • Job adverts

  • CVs/résumés

  • Product catalogues (except parts lists)

  • Billboard advertising, posters

  • Talks, speeches

  • and other marketing material

Additional services as part of the transcreation process

In addition, I offer cultural consultation services such as:


  • Consulting for international advertising

What do you need to know when advertising on the German market? I can give you advice.


  • Finding internationally attractive product names

Product names have to sound good and create positive associations. I can help you to find attractive product names for the German market (product name check).


  • Copywriting for multilingual product texts

Slogans, taglines, advertisements, press releases and any other corporate communication: a uniform brand language (the corporate tonality) is important. I can handle it.


  • Producing unique marketing texts designed to target a homogeneous or inhomogeneous audience

No matter who you want to reach or what you want to achieve with your text, I can find a solution.


  • Producing (inter)national marketing texts tailored to the culture and needs of your target group

I can adapt your marketing text to the individual needs of your target group in order to maximize your product sales.

Transcreation – process and costs

Please give me a call or write me an e-mail to discuss your project and I will send you a transcreation brief. Make sure to provide as much information as possible about your product and company as wells as any other relevant information. Afterwards, please send the completed transcreation brief and your marketing or public relations material. I will then send you a quote for the transcreation process.  


The costs for transcreation and copywriting work depend on several factors, e.g. the amount of different proposals you desire.


I generally provide a back-translation and comments/rationales for each proposed transcreation. You can then choose the version you like most.

Request a free quote for a transcreation

Please call me or use the contact form to get a free and non-binding quote for a transcreation.

Sprach- und Übersetzungsservice

Ralph Smyreck, M. A.


Wichernstraße 30
D-04318 Leipzig


Tel.: +49 (0) 341 23 35 04 54


Bus 72/73

S-Bhf. Anger-Crottendorf

S 3