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For our May event, the LRG welcomes Claudia Benetello from Milan, who will do a transcreation workshop aimed at marketing and advertising translators working from English, French, Spanish, German and/or Italian. While the hands-on practice uses these source languages, the methodology itself is language-agnostic and the principles apply to any language pair.
Transcreation is often framed as a creative, instinctive process, but relying on “flair” alone leaves a critical gap. When working with marketing and advertising copy, the brief’s persuasive objectives take precedence over source-text fidelity. So how do you establish what best serves the brief?
This workshop positions transcreation as a hybrid practice between translation and copywriting, where strategy is as fundamental as creativity. You’ll learn a structured 9-step workflow that formalises best practices and makes transcreation systematic by:
- exploring viable creative routes
- weighing trade-offs
- making deliberate choices you can defend to clients
The result? Work grounded in strategic thinking and decision-making rather than just inspiration. You’ll see this approach in action during the hands-on practice, where you’ll transcreate source texts available in English, French, Spanish, German, or Italian into any target language(s).
About the instructor
Claudia Benetello has crafted advertisements for world-famous brands through Italian origination or English/German to Italian transcreation. A speaker on transcreation since 2012, she has given workshops internationally, authored academic publications, and independently released the Dropinka Deck for Transcreation, a physical tool that systematises transcreation methodology. She was also an expert panellist for the ITI’s Transcreation Code of Practice project led by Dr Mavis Ho.
An Italian communications all-rounder, she has co-translated U2’s autobiography, interpreted for Noel Gallagher and interviewed Simple Minds across a 20-year freelance career. She is a member of the Professional Copywriters’ Network, the Art Directors Club Italiano (ADCI), the Associazione Italiana Traduttori e Interpreti (AITI) and the Italian
Please meet at 4.45 p.m. in the upstairs reception (before the barriers) at No 26 Bedford Way, where you will be met by two student helpers. Our LRG colleague and UCL staff member Daniela Ford will then take us to Room 113. UCL does not provide catering. Feel free to bring drinks and snacks with you. After the event, you are very welcome to join Claudia and the LRG Events Team for a local drink and/or meal.
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