Amsterdam, June 4, 2019 - On 27 May 2019, TAUS published the Transcreation Best Practices and Guidelines for the translation industry. TAUS Transcreation Best Practices and Guidelines is published with the hope of forming a useful basis for further, industry-wide discussion around the definitions and processes of transcreation. The processes and guidelines defined in this document will also provide the training material for an online course to be made available in the TAUS eLearning Platform with exclusive examples and practical exercises.
In mid-2018, participants of the TAUS QE Summit in Dublin assigned TAUS with the task of presenting a structured set of best practices, guidelines and training materials, for linguists interested in developing their skills around transcreation and international copywriting. This publication would serve as a step towards formalizing an understanding of both the terms and the processes.
TAUS, therefore, formed an editorial board consisting of Alvaro Villalvilla Merelo (Senior Global Localization Manager, Nike), Angela Petrilli (Translation Regional Manager, Workday), Makiko Aoki (Senior Transcreation Manager, Burberry), Vladimir Zhdanov (Localization Specialist, ex-Alibaba Group). The Transcreation Editorial Board was chaired by Paul Mangell (Director, Global Strategic Consultancy, Alpha). The Board came together to discuss and agree on the definition of transcreation, methods of differentiating transcreation from other industry terms as well as steps to produce excellence in transcreation and the importance of cultural relevance.
In the TAUS Transcreation Best Practices, the Board firmly concluded that transcreation is a distinct process, and can be separated through different forms of preparation, source material, and intent. This document investigates, elaborates on and exemplifies these indicators that separate transcreation from other industry terms.
The discussions started in the Best Practices will be continued at the TAUS Global Content Conference in Salt Lake City on 27-28 June. TAUS Transcreation Best Practices are freely available for everyone to download.
TAUS, the language data network, is an independent and neutral industry organization. We develop communities through a program of events and online user groups and by sharing knowledge, metrics, and data that help all stakeholders in the translation industry develop a better service. We provide data services to buyers and providers of language and translation services.
The shared knowledge and data help TAUS members decide on effective localization strategies. The metrics support more efficient processes and the normalization of quality evaluation. The data lead to improved translation automation.
TAUS develops APIs that give members access to services like DQF, the DQF Dashboard, and the TAUS Data Market through their own translation platforms and tools. TAUS metrics and data are already built into most of the major translation technologies.
Şölen is the Head of Digital Marketing at TAUS where she leads digital growth strategies with a focus on generating compelling results via search engine optimization, effective inbound content and social media with over seven years of experience in related fields. She holds BAs in Translation Studies and Brand Communication from Istanbul University in addition to an MA in European Studies: Identity and Integration from the University of Amsterdam. After gaining experience as a transcreator for marketing content, she worked in business development for a mobile app and content marketing before joining TAUS in 2017. She believes in keeping up with modern digital trends and the power of engaging content. She also writes regularly for the TAUS Blog/Reports and manages several social media accounts she created on topics of personal interest with over 100K followers.