Advertising history is full of slogans that became a laughing stock abroad – translated literally, correctly, and still completely off the mark. That is exactly what transcreation protects you from: the re-creation of your message in the target language. UniTranslate translates and transcreates marketing and communications copy for brand and communications managers as well as agencies who want to carry their campaigns across language borders without losing impact.
The claim that leaves no one moved in French
Wordplay travels badly. A rhyme, a double meaning, an allusion to everyday Swiss culture – all of it fizzles out in literal transfer or tips into the unintentionally comical, and in the worst case nobody notices before the posters go to print. For claims, slogans and headlines we therefore work transcreatively: the message, the tone and the intended effect are rebuilt in the target language. For claims you receive two versions as standard, each with a back-translation and a short rationale explaining which associations the copy evokes in the target market. That way your team decides on an equal footing – even without speaking Italian themselves.
One brand, four languages, one tone
Your brand sounds cheeky and direct in German? Then it must not suddenly come across as formal in French. Every project with us starts with a briefing: who is the target audience, what is the tone of voice (informal or formal address? sober or playful?), which terms are fixed, which are taboo? From this we create a style guide against which all future copy is translated – from the large-format poster to the Instagram caption. Translation is done exclusively by native speakers who live in the target market and know its codes from everyday life, not from the dictionary.
Copy we adapt for brands and agencies
- Campaign claims and ad headlines – transcreated, in two versions
- Brochures, image publications and annual report editorials
- Newsletters and e-mail sequences whose subject lines get opened in the target market too
- Social media series with character limits, hashtag research and platform-appropriate tone
- Packaging and POS copy, where every square centimetre counts
For campaigns with their own landing page, we take care of the web localisation at the same time – and when the launch event features international presentations, we provide interpreters.
Why the back-translation is your most important control instrument
Signing off creative copy in a language you do not speak feels like flying blind – but it does not have to be. For every transcreated headline, we deliver a literal back-translation into German plus a note on tone and cultural references: does the version sound more tongue-in-cheek or more serious in the target market? Which association does the chosen image evoke? This allows your brand manager to approve the adaptation on substance before it is printed on a poster or on packaging – and you conduct discussions with the country office with arguments instead of gut feeling.
Rollout on Monday? We schedule the languages in parallel
Campaigns know no buffer: once the launch is scheduled, all language versions must be ready at the same time. We coordinate German, French, Italian, English and, if needed, more than 100 further languages in parallel rather than one after another, keep to the timings of your media planning and deliver urgent adaptations express within 12–24 hours. Agencies work with us white-label on request – your clients only see the result.
More than 6000 satisfied customers, from in-house communications teams to creative agencies, have their messages adapted by our team in Küsnacht ZH. And responsibility stays constant across campaigns: the same creative translators who adapted your spring claim also look after the autumn campaign – your brand does not have to explain itself anew every time.
Brief us on your campaign via the quote request – within 30 minutes you will receive a quote and a rollout plan for all language versions.
FAQ
What distinguishes transcreation from a normal translation?＋
In transcreation, it is not the wording that is transferred but the effect: wordplay, rhymes and cultural references are rebuilt in the target language so that the claim works there just as it does in the original – instead of being literally correct but ineffective, or embarrassing.
Why do you deliver two versions of claims and slogans?＋
Because with creative copy there is rarely one single right solution. You receive two different approaches, each with a back-translation and a short rationale, so that your team can judge the effect and decide deliberately – even without speaking the target language.
How do you safeguard our brand tone of voice in other languages?＋
Before the first project, we take a briefing on target audience, tone of voice and no-gos and record it in a style guide. All subsequent projects – from newsletters to packaging – are translated and revised against this style guide.
Can you manage a multilingual campaign rollout under time pressure?＋
Yes. We coordinate all language versions in parallel, so the campaign can launch everywhere at the same time. You receive quotes within 30 minutes, and we deliver urgent copy express within 12 to 24 hours.
Do you also work directly with agencies?＋
Regularly. On request, we work in the background as the agency's white-label partner, keep to its timings and deliver in the formats of the creative work – from InDesign files to social media editorial plans.
