The transcreation expert in Italy
“Writing advertising or marketing copy for a specific market, starting from copy written in a source language, as if the target text had been originated in the target language and culture”: this is how Claudia Benetello (that is, Dropinka®) defines transcreation, a service that lies halfway between translating and copywriting.
Also referred to as adaptation, transcreation deals with all texts that have distinctly marketing-related purposes, such as radio and TV commercials, press ads, billboards and brochures. As a copywriter Claudia Benetello creates advertising and marketing texts directly in Italian and as a specialist in transcreation she adapts these kinds of texts from English into Italian and from German into Italian, working closely with both Italian and international creative agencies and companies.
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Claudia Benetello is a conference speaker and course instructor on transcreation
In 2012 Claudia Benetello was invited to be a speaker at a conference entitled “Transcreation: traduzione e copywriting nel marketing globale” held at IULM University in Milan. Over the following years she spoke on the topic of transcreation at numerous other conferences in Italy and abroad. In addition, in 2013 she began to hold seminars and workshops on transcreation from English and German into Italian.
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Courses and talks on transcreation
2020: “Translating advertisements: transcreation as a professional practice”, Università degli Studi di Salerno
2020: “La transcreation al servizio del marketing internazionale. Seminario teorico-pratico EN>IT”, Bologna
2020: “Transcreation as a professional practice”, Centre for Research in Translation and Transcultural Studies, University of Roehampton, London
2019: “The role of transcreation professionals in global advertising”, Translation and Interpreting Responding to the Challenges of Contemporary Society international, Univerza v Ljubljani, Ljubljana
2019: “Beyond translation: Exploring transcreation”, Università degli Studi di Napoli Federico II
2019: “The transcreation of advertisements: Exploring the space between translation and copywriting”, Università degli Studi Suor Orsola Benincasa, Napoli
2019: “La transcreation al servizio del marketing internazionale. Seminario teorico-pratico EN>IT”, Napoli
2018: “Transcreation: (re)creating copy for international advertising”, Centre for Research in Translation and Transcultural Studies, University of Roehampton, London
2018: “The transcreation of advertisements: Exploring the space between translation and copywriting”, Translating Europe Worksop “Traduzione specialistica, interpretariato e creatività: competenze, strumenti, approcci”, Roma. Watch the video
2018: “Il triangolo sì! Laboratorio pratico di transcreation pubblicitaria dall’inglese all’italiano”, Bologna
2017: “What’s in a name? Defining transcreation as a professional practice”, first international interdisciplinary conference on “Intersemiotic Translation, Adaptation, Transposition: Saying Almost the Same Thing?”, University of Cyprus, Nicosia
2017: “La transcreation dei testi pubblicitari e promozionali EN>IT”, Genova
2017: “Tra copywriting e traduzione: la transcreation”, Fondazione Universitaria San Pellegrino, Misano Adriatico
2016: “When translation is not enough: transcreation as a convention-defying practice”, Translation and the Creative Industries International Conference, University of Westminster, London. Watch the video and read the paper
2016: “La transcreation dei testi pubblicitari e promozionali EN>IT”, Milano
2016: “Transcreation as Creation of a New Original: a Norton™ Case Study”, Creativity in Translation / Interpretation and Interpreter / Translator Training International Conference, Università Suor Orsola Benincasa, Napoli. Watch the video and read the paper
2015: “La transcreation dei testi pubblicitari e promozionali DE>IT”, seminario per l’azienda Coop Genossenschaft, Basel
2015: “La transcreation dei testi pubblicitari e promozionali EN>IT”, Trieste
2014: “Tra copywriting e traduzione: la transcreation”, XIII Giornate della Traduzione Letteraria, Urbino
2014: “La transcreation dei testi pubblicitari e promozionali”, webinar
2014: “Addio traduzione, benvenuta transcreation: l’adattamento dei testi pubblicitari EN>IT”, Torino
2013: “La transcreation dei testi pubblicitari e promozionali EN>IT”, Roma
2013: “La transcreation dei testi pubblicitari e promozionali EN>IT”, Padova
2013: “La transcreation dei testi pubblicitari e promozionali EN>IT”, Pisa
2012: “Transcreation: traduzione e copywriting nel marketing globale”, Libera Università di Lingue e Comunicazione IULM, Milano
Read what people are saying about Claudia Benetello
In December 2015 Claudia held a seminar on two afternoons for the Italian-speaking group of Coop’s Language Service at the headquarters in Basel (Switzerland). The course was divided into two phases, one that was theoretical and analytical and the other practical, about translating and writing advertising slogans. We appreciated Claudia for her excellent speaking skills, her professionalism in addressing the various topics and the passion she puts into her work. I am very grateful to Claudia for this valuable opportunity to meet and exchange ideas, which enriched our group.Valeria Mazziari RandazzoCoop Genossenschaft
Claudia is an experienced transcreation professional, as well as an eloquent speaker, author and lecturer. I have read some of her articles in English, and have included one of them in a special collection that I guest edited (“Translation in the Creative Industries”, The Journal of Specialised Translation, 29). In November 2018, I invited Claudia to give a workshop and a talk in our Transcreation course at Roehampton. Both these events were very informative and a lot of fun. The students and I benefited immensely from Claudia’s first-hand knowledge of the practice of transcreation.Dionysios KapsaskisUniversity of Roehampton
I have known Claudia since she presented “Transcreation as the Creation of a New Original: A Norton™ Case Study” at the international Creativity in Translation/Interpretation conference I organised at Suor Orsola Benincasa University in Naples in May 2016. The paper was published in one of the two volumes I edited with other colleagues to collect the best work presented at this conference. More recently, we both happened to be presenters at the 2018 Translating Europe Workshop held at the Istituto di Alti Studi SSML Carlo Bo in Rome. I then invited Claudia to give a talk on transcreation to my BA and MA students as well as to PhD candidates from three English linguistics doctorate programmes in the Campania area in 2019. She is highly intelligent and has excellent communication skills. Both her oral and written work is clear, concise, and well-articulated as well as interesting to listen to/read, and her work portfolio is evidence of her high-level professional skills.Emilia Di MartinoUniversità degli Studi Suor Orsola Benincasa
Publications on transcreation
Claudia Benetello is the author of academic papers on transcreation.
Claudia Benetello has been mentioned not only in numerous theses presented at Italian and foreign universities but also in the following publications.