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”.
Also referred to as adaptation, transcreation is a service that’s halfway between translation and copywriting. It encompasses all texts that have distinctly marketing-related purposes, such as radio and TV commercials, press ads, billboards and brochures. As a copywriter I create advertising and marketing texts directly in Italian, and as a transcreation specialist I adapt these kinds of texts from English into Italian and from German into Italian, working closely with both Italian and international creative agencies and companies.
Since 2013 I’ve been teaching transcreation to translators and copywriters alike – IRL and online.
What are the challenges posed by marketing and advertising copy? How can it be rendered effectively from one language to another? Are there any good practices worth following? My courses provide food for thought and practical tips on how to tackle transcreation with a more conscious and professional approach.
Read my latest articles about transcreation
Transcreation presenter and trainer
In 2012 I 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 I spoke on the topic of transcreation at many other conferences in Italy and abroad. And since 2013 I’ve been giving transcreation seminars and workshops for professional associations, companies and universities.
Click on the videos to see me in action
Courses and presentations on transcreation
I have almost ten years of experience as a transcreation presenter and trainer. In addition to this list of talks and seminars, I also provide bespoke transcreation courses for companies.
2022: “Fra traduzione e copywriting: la transcreation EN>IT”, AITI
2022: 6th International Symposium on Translation “The New Normal in Audiovisual Translation: Insights from the Industry and the Academia”, Università degli Studi di Palermo
2021: “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”, TradInFo
2020: “La transcreation dei testi pubblicitari e promozionali: seminario teorico-pratico DE-IT / EN-IT”, Bern
2020: “The transcreation of advertisements: Exploring the space between translation and copywriting”, Università degli Studi di Palermo
2020: “La transcreation pubblicitaria: dove traduzione e copywriting si incontrano”, Il futuro della traduzione tra tecnologia e creatività, Università degli Studi Suor Orsola Benincasa, Napoli
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 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
Wondering if you can trust me?
Here are some testimonials about my transcreation courses.
I had the chance to experience Claudia’s professionalism, creativity and warmth during a series of webinars on transcreation that she held in collaboration with the Swiss Association of Translators, Terminologists and Interpreters (ASTTI). The lessons were carefully prepared, and she provided a range of specially created materials in advance. They were very interactive and she made sure that the technology was in place so we could connect with each other and share our work. I found the deep dive into Claudia’s past work for big brands particularly interesting. A very worthwhile course, which has already yielded results!Livia MarazziCredit Suisse
Claudia’s Transcreation Workshop was incredibly inspiring and very comprehensive. She is a good speaker and her presentation was dynamic and engaging. Claudia highlighted relevant aspects of what we aim to do at FARFETCH and we were pleased to have the possibility to further discuss this topic with her during the Q&A session.Ute KlöpperFARFETCH
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
Papers on transcreation
Although transcreation is a buzzword these days, a universally accepted definition of it does not exist, nor is there consensus over its fields of application – even among academics and practitioners. As a transcreation expert, I wanted to contribute with some papers which illustrate my point of view through real examples, often taken from my own professional experience.