Transcreation Code of Practice launched
After 22 months of work, including a survey of ITI members, plus questionnaires and focus group meetings with 11 experts in the field (translation scholars, transcreation experts and transcreation companies)[i] the Code of Practice was published in August.
Significance of this Code
This is the first Code of Practice (CoP) to be created for the transcreation profession. This CoP is significant to the field due to the general confusion of what transcreation actually is: not necessarily a more creative translation, or “just translation with better marketing”, as experienced transcreator Claudia Benetello posted on LinkedIn (10 August). It is the professional practice that is closely related to translation, but also involves copywriting and intercultural consultancy. This CoP is timely, as it addresses the ubiquitous but mostly unquestioned use of AI.
Ultimately, it is an industry standard that guides the professional practice of transcreation and safeguards the livelihoods of language professionals.
Reflections on the process of developing the Code
This CoP is set out to include the views of as many parties as possible: translation scholars, transcreators and transcreation companies. It addresses all the key areas suggested by ITI members in the survey responses: a clearer definition of transcreation, pricing, the transcreation workflow, challenges and possible solutions, GenAI in transcreation, and what attributes are required to be a transcreator.
As the project lead, I particularly enjoyed the individual exchanges with the collaborators, which offers organic and insightful comments that did not always happen in an asynchronous questionnaire or in a more formal setting of the focus group meetings. These informal exchanges contribute greatly to the final shape of the CoP.
How to use the Code
Linguists who wish to specialise, and students and educators who are interested in this field can consult the CoP as a great starting point. Linguists and companies who have long established in transcreation can use it as an industry reference to get their clients on the same page, and confidently set a rate that reflects the value-added work. Transcreation service users can use the CoP to get the most out of what they pay for.
Feedback
Do you think that the Transcreation Code of Practice will be useful? If yes, or if you have any other comments, please use this form to give us your feedback.
Next Steps
Working on this CoP has prompted me to embark on a book project. If you are an expert (15 years +) in localisation and/or copywriting and would like to be a contributor to my book, please get in touch at [email protected].
[i] See “Acknowledgements” in the Code of Practice for the full list of contributors.
