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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"Our customer is one of the top streaming content providers, with tens of millions of subscribers worldwide. When launching their services for 10+ new markets, they needed a multilingual communications partner to design a localization process from scratch that would cover diverse needs across different platforms. The espell team helped in setting up an integrated and automated authoring, content management and translation management environment, while also building a selected team of linguists to provide a seamless copywriting and localization service."

Márta Snopek
lead project manager

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