Transcreation & Copywriting

Transcreation & Copywriting

The intersection between creativity and science

Writing a marketing piece that appeals to a specific audience requires a high degree of creativity, but also a clear methodology. The copywriter needs to take the time to learn about your brand - and even about your competitors; she must possess an excellent understanding of the cultural background of your target audience, and of course, she must be a terrific and creative writer.

To me, this is the intersection between creativity and science: My creative processes are the result of analysis and research, sometimes even involving traveling to a location to learn more about a specific subject - or simply to find my muse!

Devoting time to understand the feel of your brand, the emotions and images it evokes, is an integral part of writing an original copy - regardless of the language.

Given my background and training, I am able to easily navigate cultures and languages to craft highly appealing copies that would surely bring about the intended feel, emotions... and results.

When the assignment calls for a transcreation, I apply these same principles, but I focus on recreating a target-appropriate copy - hence the term "transcreation", a process that combines elements of translation and copywriting to recreate a copy originally written in a different language.

I offer copywriting and transcreation services in Spanish and English, in any of my areas of specialization:

Please contact me to discuss your creative language needs.