12 episodes

Welcome to FOUNDED IN TRANSCREATION, the first-ever podcast on transcreation + marketing, 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 rendering 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 often 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 + marketing, 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 rendering 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 often require a brand to use transcreation.

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

Enjoy! 😃

    S2 E5 | Csaba Bán: A Technical Translator's Journey to Transcreation

    S2 E5 | Csaba Bán: A Technical Translator's Journey to Transcreation

    “I receive 5 to 10 transcreation jobs per month. They are small, but they are quite wide-ranged in terms of brands and the type of texts that need to be transcreated. Sometimes it’s two-word taglines with 20 pages I have to read before I provide at least three different versions into Hungarian plus the back-translations.” —Csaba Bán | BP Translation Conferences • English-Hungarian Technical Translator & Transcreator

    Csaba Bán (Budapest, Hungary) is one of those translators with a thirst for innovation. He first started out as a Business and Finance English-Hungarian translator, then he shifted to technical manual translation services. Having won his project managers' trust, and always up for a creative challenge, Csaba enjoys a steady monthly workflow as a freelance transcreator as well. Moreover, since 2014, he’s been the brains behind one of the most renowned events in the localization industry: BP Conference.

    So yes, some translators prefer to work on transcreation for the sake of variety. And Csaba is one of them.

    In this episode with Csaba Bán as my guest, we discuss:


    The importance of spotting the source text rhetorical devices in order to assess whether transcreation will be needed (even in technical and financial contexts)
    The transcreation brief: how it differs from a typical translation project assignment
    The differences between transcreation and localization services in financial and technical settings
    What a typical tagline transcreation project workflow looks like
    How you can start offering transcreation services to your existing agency clients
    The “making of” BP Conference and what’s in it for translators
    How you can enroll in the upcoming BP Conferences in May 2022

    //////

    ◾️ ABOUT CSABA BÁN

    After spending a few years as an in-house translator, Csaba Bán started being a full-fledged freelancer on the international market in 2001, and there was no turning back. Active on Proz.com in its early years, he started organizing powwows in his native Budapest, then an international conference, while expanding his client base worldwide. 

    Connect with Csaba: https://www.linkedin.com/in/bancsaba/

    Learn more about the BP Conferences: https://bpconf.com/

    ◾️ ABOUT THE HOST

    Delfina Morganti Hernández (Rosario, Argentina) is a seasoned US/UK English-LATAM/Argentinian Spanish copywriter, transcreator and marketing specialist. She's the author of two Amazon eBooks and of hundreds of LinkedIn articles and blog posts on transcreation and marketing strategy for freelance translators. Every day, she helps brands communicate as humans, with humans, through content that converts and stories that s(w)ell. You can learn more about Delfina at orangepowerdmh.com (in English) or traduccionescreativas.com (in Spanish).

    ◾️ LIKE THIS PODCAST?

    Leave a message on anchor.fm/transcreationpodcast so I can share it in the next episode.

    Stay tuned!

    Delfina 🍊

    #orangepowerDMH




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    Send in a voice message: https://anchor.fm/transcreationpodcast/message

    • 42 min
    S2 E4 | How Brands Can Benefit from Monolingual Copywriting + Creative Revision

    S2 E4 | How Brands Can Benefit from Monolingual Copywriting + Creative Revision

    What does it feel like to translate without the source text? And what's in it for brands? This episode delves into a ground-breaking approach to #localization—Creative Revision with Monolingual #Copywriting, a language solution somewhere between #transcreation and copywriting that helps increase user engagement in the realms of website and #software localization.

    Join me to explore these topics:  

    💡 A recap of LSP Vistatec's webinar on “Translating without the Source Text: A Hybrid Approach between Localization and Copywriting”

    💡 The behind-the-scenes details of a Monolingual Copywriting project I've worked on lately, for a digital marketing brand

    💡 Why I've re-positioned myself as a copywriter after studying Translation, Marketing, and Advertising

    💡 Metaphors and analogies to explain what the creative process of translating without the source feels like

    💡 What's in it for brands: The benefits of monolingual copywriting in website localization (contradictory as this may sound)



    /////ABOUT THE HOST 

    Delfina Morganti Hernández (Rosario, Argentina) is a seasoned US/UK English-LATAM/Argentinian Spanish copywriter, transcreator and marketing specialist. She's the author of two Amazon eBooks and of hundreds of LinkedIn articles and blog posts on transcreation and marketing strategy for freelance translators. Every day, she helps brands communicate as humans, with humans, through content that converts and stories that s(w)ell. You can learn more about Delfina at orangepowerdmh.com (English website) or traduccionescreativas.com (Spanish site).  



    /////LIKE THIS PODCAST? 

    Leave a message on anchor.fm/transcreationpodcast so I can share it in the next episode!  



    Thanks for listening!  

    Stay tuned!  

    Delfina🍊 

    #orangepowerDMH


    ---

    Send in a voice message: https://anchor.fm/transcreationpodcast/message

    • 18 min
    S2 E3 | The Challenges of Transcreation + LinkedIn Video Tips for Freelancers, ft. Sylwia Biczyk

    S2 E3 | The Challenges of Transcreation + LinkedIn Video Tips for Freelancers, ft. Sylwia Biczyk

    In this episode of Founded in Transcreation, I interview Polish Business Translator Sylwia Biczyk to discuss:

    💡 How she chose her areas of specialization as a freelance translator

    💡 What it's like for her to consistently create content on LinkedIn

    💡 Video-based content creation tips you can borrow and start using today

    💡 The differences between translation and transcreation

    💡 Some real-life customer stories where her work as a transcreator was critical

    💡 The challenges of explaining what we transcreators do to a client

    💡 The cultural challenges behind transcreation as a service

    💡 And more!

    ABOUT TODAY'S GUEST 

    Sylwia Biczyk is an English/Polish Business Translation & Transcreation service provider specializing in business and corporate communications. Her passion for languages took her to an American college where she immersed herself in English. This experience helped her realize that most people felt like her: intrigued by foreign languages, in love with the communication aspect, in need of native help to build relationships across borders. Sylwia declares that, “There is nothing more rewarding for me than to see English- and Polish-speaking companies communicate and grow their businesses together.” Feel free to reach out to Sylwia at sylwia@eng-translator.pl or visit her website to learn more: https://eng-translator.pl/?lang=en

    ABOUT THE HOST

    Delfina Morganti Hernández (Rosario, Argentina) is a seasoned US/UK English-LATAM/Argentinian Spanish copywriter, transcreator and marketing specialist. She's the author of two Amazon eBooks and of hundreds of LinkedIn articles and blog posts on transcreation and marketing strategy for freelance translators. Every day, she helps brands communicate as humans, with humans, through content that converts and stories that s(w)ell. You can learn more about Delfina at orangepowerdmh.com (English website) or traduccionescreativas.com (Spanish site).

    LIKE THIS PODCAST?

    Leave a message on anchor.fm/transcreationpodcast so I can share it in the next episode!

    Thanks for listening! Stay tuned!

    Delfina🍊 #orangepowerDMH


    ---

    Send in a voice message: https://anchor.fm/transcreationpodcast/message

    • 31 min
    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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    Send in a voice message: https://anchor.fm/transcreationpodcast/message

    • 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




    ---

    Send in a voice message: https://anchor.fm/transcreationpodcast/message

    • 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




    ---

    Send in a voice message: https://anchor.fm/transcreationpodcast/message

    • 27 min

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