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Transcreation takes translation further than the adaptation of content in one language to another whilst protecting the meaning of the words, transfering the original idea while maintaining its intent, style, tone and context.

It gets beneath the essence and the emotion of the brand. It takes values, concepts and key messages and recreates them in different markets, bringing together marketing, linguistics, creative copywriting and design, whilst taking account of tone, nuance, colour and style.


Transcreation involves copywriting in the target language when the processes of translation and localisation are not sufficient.

A simple example of how ideas work differently across languages/cultures can be seen in these four phrases:

Cultural Consultation

Ideally, a cultural consultation should be carried out before embarking on any transcreation campaign.

A cultural consultation would ensure the campaign is suitable for the target markets, whilst providing you with insight about the competitor landscape, including, for example, competitor campaigns in your intended target markets, point of sales presence of your competition, etc.


Related case studies
HUG (Hôpitaux Universitaires de Genève)

The Hôpitaux Universitaires de Genève (HUG) were established in 1995, following centuries-long tradition of excellence in the sciences and medicine. They comprise nine hospitals and more than 11,000 staff members.


Canon Europe has partnered with Conversis for a number of years now, confident in our 100% accuracy rate and responsive, cost-effective delivery of translation and localisation into 27 languages.

Gastric Cancer patient recruitment

Helping to recruit patients for a gastric cancer study.

Rheumatoid Athritis patient recruitment

Helping to recruit patients for a rheumatoid arthritis study.

Cardiac patient recruitment

Helping to recruit patients for a cardiac study.

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