Creative adaptation or “transcreation” is the preferred process for rendering marketing slogans and key campaign messages into different languages for diverse markets.
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Service description

espell has developed a methodology for this creative process. First, we select a talent pool of linguists with outstanding authoring skills. We also survey the customer’s expected terminology, style, and target audience. Linguists provide versions of the adapted content that we then evaluate with a focus group that selects the most suitable final version.

Of course, the process involves experimentation and client feedback. Still, a focus group’s evaluation of multiple versions yields more compelling results than a translation by a single person.

Why choose espell?


We have employed this transcreation technique with the campaigns of Shell, IKEA, Electrolux, Bosch, and others, to great success.


Day by day, espell’s vendor management team vets talents, looking for copywriters, editors and creative translators in many languages and industries.


We provide creative writing and transcreation services in more than a dozen languages.


Our pricing is always custom-tailored to your needs.

We apply industry best practices to provide transparent and adaptable metrics and pricing.
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"For me, it's truly fulfilling when I have the chance to see how our work directly contributes to our clients' success. My personal favourite example of this was a substantial project we undertook for our partner in the biotechnology research field. They were bidding on a project in France, and the RFP documentation was only available in French, a language they didn't speak. We seamlessly translated the French RFP into English and then the documentation they compiled for submission back into French in due time, utilizing a hybrid workflow with machine translation support whenever possible. I felt genuinely happy and accomplished when, during a company dinner, they shared with me that they not only secured the tender but also consolidated their partnership with this major client, ensuring a significant milestone in their growth."

Kitti Kotormán
client services manager

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