Transcreation courses

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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    Transcreation: translation and copywriting combined

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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.

Watch the videos

Courses and talks on transcreation

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”, 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 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

  • 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

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.

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