London Regional Group Event: Transcreating with Confidence: Strategic Thinking for Creative Work

On the 12 of May, I attended the Transcreating with Confidence seminar by Claudia Benetello. If you are even slightly curious to know more about transcreation and how to tackle it, that was the perfect seminar for you. The seminar was structured into 3 sections: Identifying the cognitive dimensions of transcreation, analysing and exploring the transcreation workflow, and a practical section to put it all into practice.

Claudia identified two transcreation cognitive dimensions: Strategic thinking and Decision making. The dynamic relationship between these elements was not only brilliantly expressed and outlined by Claudia, who eased us into her vision by explaining her own Dropinka® methodology, but became clearer and clearer the more we listened and engaged with the process.  By the time we were asked to put it into practice, it was impossible to deny. Transcreation is not a science and there is not one correct answer, but if you apply strategic thinking to get to a decision, the process suddenly becomes analytic and measurable and you can apply a degree of control to it.

Claudia was engaging and always open to listening to everyone’s perspective, encouraging us to do the same.

We worked in groups to produce our own examples of transcreation in our mother tongues. When these were read out, the reactions they elicited were visceral and immediate; everyone started laughing when something hit the funny bone just right, and showed their approval with a “wow” when a particular wording selection sounded like a stroke of genius! When it works, it’s undeniable!

Thank you Claudia and ITI London Regional Group for a wonderful seminar.