9 episodes

👋Welcome to FOUNDED IN TRANSCREATION, the first ever podcast on transcreation, where we delve into how brands cross borders😍

Transcreation blends translation with creation. Also referred to as rewriting or transadaptation, transcreation is the value-added language service required to render creative content into a new language for marketing purposes. Slogans, film titles, video games, app content and ad copy are some examples of content that will most likely require a brand to use transcreation.

🎧This podcast is about entering the realms of language and creativity with brands.

Enjoy!😃

Founded in Transcreation�‪�‬ Delfina Morganti Hernández

    • Business

👋Welcome to FOUNDED IN TRANSCREATION, the first ever podcast on transcreation, where we delve into how brands cross borders😍

Transcreation blends translation with creation. Also referred to as rewriting or transadaptation, transcreation is the value-added language service required to render creative content into a new language for marketing purposes. Slogans, film titles, video games, app content and ad copy are some examples of content that will most likely require a brand to use transcreation.

🎧This podcast is about entering the realms of language and creativity with brands.

Enjoy!😃

    S2 E2 | Seth Godin's “This Is Marketing”: A Discussion with Nathan Bennett

    S2 E2 | Seth Godin's “This Is Marketing”: A Discussion with Nathan Bennett

    “If you’re not making a change, you are not doing marketing. You’re just wasting time and money.” • “Marketing is something we do FOR people. The purpose of marketing isn’t to sell your stuff. It’s to help your people get where they want to go.” One of Seth Godin's major works, This Is Marketing is a book about authenticity. It’s a highly inspiring book—it’s truthful and it inspires you to use marketing for good. On this episode of Founded in Transcreation, writer Nathan Bennett joins me to discuss a few topics of interest to transcreators, copywriters and marketers alike:

    💡 What is marketing from Seth Godin’s perspective?

    💡 The template the author offers readers so they can phrase their offering.

    💡 The key concept of “minimal viable audience”

    💡 Some key case studies presented by Godin in his book

    💡 And more!

    NOTE: Seth Godin's words are quoted from the book This Is Marketing: You Can't Be Seen Until You Learn To See, Penguin, 2018. You can find the audiobook, ebook and paperback editions on Amazon and more.

    ABOUT ME

    Hi there! My name is Delfina Morganti Hernández (Rosario, Argentina) and I am the creator and host of the first podcast on transcreation. I am a seasoned English-Spanish (LAT, Argentina, International) transcreator and cultural consultant, and I'm in love with branding and advertising!😍 You can learn more about me at orangepowerdmh.com

    YOU'RE WELCOME TO STAY IN TOUCH via LinkedIn, or you can leave a message on anchor.fm/transcreationpodcast so I can share it in the next episode!

    Thanks for listening! Stay tuned!

    Delfina🍊 #orangepowerDMH


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    • 59 min
    S2 E1 | Marketing in 2021 and beyond: An interview with Adrian Cohn, Head of Marketing at Smartling

    S2 E1 | Marketing in 2021 and beyond: An interview with Adrian Cohn, Head of Marketing at Smartling

    🔥 This episode includes a surprise giveaway, DON'T miss it!😉

    Adrian Cohn is Head of Marketing at Smartling, a translation technology and services company with an extraodinary marketing, branding and communication strategy😍

    On EPISODE 1 of SEASON 2, you'll discover👇

    ✅ What is marketing and how it is different from branding, according to my expert guest Adrian Cohn

    ✅ How brands can adopt a more human-centric approach to connect with their audiences

    ✅ Marketing trends in the digital era for both, companies and personal brands, in 2021 and beyond

    ✅ Adrian Cohn's personal journey from Operations Manager to Customer Success rep to Head of Marketing at Smartling

    ✅ The story behind Smartling's inspiring manifesto

    ✅ An exciting event in the localization industry—Smartling's Global Ready Conference on April 14, 2021 (you can register free)

    ✅ And more!



    🔥 If you guess where the spot mentioned by Adrian Cohn was made, email him at acohn@smartling.com / Subject Line: "Delfina" for a chance to win one Apple HomePod mini. Good luck!🍀



    🔎 REFERENCES

    1️⃣ Excerpt quoted from Smartling's manifesto: “Translation is a purpose and a privilege. Translation is about the truth—making sense of place, culture, history, and the sum total of the human condition. We see language as a bridge, not a barrier. We value context over content. We aren’t always right, but we strive to get it right. We believe translation is the search for meaning, but believe strongly that it is also a plea to be heard. We find words in all great things. We see what’s truly possible in words. Talk is cheap. So, let us be rich in meaning.” Read the full text

    2️⃣ This Is Marketing: You Can't Be Seen Until You Learn To See – Book by Seth Godin

    3️⃣ The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company – Book by Robert Iger

    4️⃣ Smartling’s Anywhere, Today; Quill to Qwerty; and Home spots.



    ABOUT ME

    My name is Delfina Morganti Hernández (Rosario, Argentina) and I am the creator and host of the first podcast on transcreation. I am a seasoned English-Spanish (LAT, Argentina, International) transcreator and cultural consultant, and I love branding and advertising!😍 You can learn more about me at orangepowerdmh.com

    STAY IN TOUCH via LinkedIn or leave a message on anchor.fm/transcreationpodcast so I can share it in the next episode!

    Delfina🍊 #orangepowerDMH




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    • 35 min
    S1 E5 |🎵Song Transcreation: Connecting the Dots

    S1 E5 |🎵Song Transcreation: Connecting the Dots

    ON EPISODE 5 of Founded in Transcreation, you'll learn👇

    🎵The story behind my song translation—or, rather, song transcreation—hobby.

    🎵How, as Steve Jobs would put it, 'You can only connect the dots looking backwards.'

    🎵Ideas on how your hobby may turn into your next project, opportunity or niche in the localization market.

    If you'd rather read the story, please visit my article Translating Songs: The Awakening of Babel in Me

    If you're a translator, a musician, or are simply interested in creativity, storytelling and the arts, you'll love this episode😊

    ABOUT ME

    My name is Delfina Morganti Hernández (Rosario, Argentina) and I am the creator and host of the first podcast on transcreation. I am a seasoned English-Spanish (LAT, Argentina, International) transcreator and cultural consultant, and I love branding and advertising!😍 You can learn more about me at orangepowerdmh.com

    STAY IN TOUCH via LinkedIn or leave a message on anchor.fm/transcreationpodcast so I can share it in the next episode!

    Delfina🍊 #orangepowerDMH




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    • 27 min
    S1 E4 P2 | Transcreations of Oreo's Wonderfilled campaign—A discussion—and sing-along session—with Natali Lekka

    S1 E4 P2 | Transcreations of Oreo's Wonderfilled campaign—A discussion—and sing-along session—with Natali Lekka

    👋Welcome back! This is the second part of EPISODE 4 of FOUNDED IN TRANSCREATION💫, where Greek transcreator Natali Lekka joins me in this crazy adventure to critically analyse the Greek and Spanish versions of the Oreo commercial "Wonderfilled" (You'll love it! Or... hate it, but one thing is certain—you won't be able to ignore it. Here's the source message for you to get an aural and visual... idea: https://www.youtube.com/watch?v=CHjLnWDI4BI).

    💡Apart from deconstructing existing transcreations, we use some back-translations from Greek and Spanish LATAM into English, attempt to transcreate "Wonderfilled" into Spanish (how about "Mundo MaravillOreo", for instance?) and you'll even have the PRIVILEGE of listening to Natali and me 🎤sing to the English version! Yay!😱

    ⚠️WARNING: This is as informative and insightful an episode as it is—or should be—fun. Wonder if you'd laugh at us or with us? Hm... Never mind! We loved doing it and we'd certainly do it again!😂

    Oh, by the way, if you haven't, check out PART 1 of this EPISODE 4 for a more serious take on transcreation, copywriting and more!😊

    Delfina🍊 #BrandingBrain #orangepowerDMH


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    • 37 min
    S1 E4 P1 | 😎Transcreation, copywriting and content writing with Natali Lekka

    S1 E4 P1 | 😎Transcreation, copywriting and content writing with Natali Lekka

    💡In this episode of FOUNDED IN TRANSCREATION💫, Greek transcreator Natali Lekka answers how she started working as a transcreator and whether she enjoys it more than other activities in the language industry and why.

    💡Natali clearly defines transcreation, copywriting and content writing as three different things, and provides some key examples from experience.

    💡Also, she shares her view on why the term “transcreation” is mainly used as a borrowing from English in Greek and tells us more about her experience transcreating for brands from an array of industries.

    💬Together, we reflect on the importance of using transcreation to safeguard a brand's reputation, impact and, ultimately, its conversion rate when attempting to sell across borders.

    ABOUT NATALI 🙋Natali Lekka has a MA in Translation Studies from the University of Warwick in the UK and has been translating professionally from English and French into Greek since 2008. She specialises in marketing, advertising and transcreation. Natali is also a bilingual content writer and feature writer for brands and publications. In 2020, Natali Lekka launched  “Content Writing For Translators”, an e-course that helps translators branch out to content writing. You can find Natali Lekka on LinkedIn.

    I hope you enjoy this exciting interview with Natali, and brace yourself for part 2. You just can't miss it! 😊

    Delfina🍊 #BrandingBrain #orangepowerDMH


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    • 34 min
    S1 E3 | 😶What if the original is a translation? | 💡Thoughts on 'the original', as inspired by Michael Cunningham

    S1 E3 | 😶What if the original is a translation? | 💡Thoughts on 'the original', as inspired by Michael Cunningham

    💡“When I started working with translators, I couldn’t help noticing that many of the problems that vexed them -- questions of nuance, resonance and tone, as well as the rhythms of the sentences themselves -- were familiar to me. I’d worried over the same things when I wrote the book in the first place. It dawned on me, gradually, that I was a translator, too. I had taken the raw material of the book in question and translated it into language,” wrote Michael Cunningham, the American writer and author of “The Hours”, in 2004 (A hero found in translation, Los Angeles Times).

    In this episode of Founded in Transcreation💫, I'm taking a break from transcreation challenges to question the status of 'the original' as such, based on the thoughts and truths revealed by Michael Cunningham in his article Found in translation (New York Times, 2010).

    One key difference between translation and transcreation lies in how the linguist approaches the source text, and this episode, short and simple as it is, may reveal more about that difference than you've ever heard or read about yourself.

    Delfina😊 #BrandingBrain #orangepowerDMH🍊

    ABOUT ME I am Delfina Morganti Hernández, a seasoned English into Spanish for Latin America and Argentina transcreator, marketer and copywriter, and you are welcome to find out more about me at en.traduccionescreativas.com


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    • 30 min

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