| 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 |
LRG Network member fee: £55
ITI member fee: £65
Non-member fee: £65
Contact name: Jasper Tilbury FITI
Contact email: [email protected]
Contact Number: 07751977230
Location: University Collage London, Gower Street, WC1E 6BT, Room: tbc
Additional information: Please note that the cut-off time for ticket refunds is 5.00 p.m. on Tuesday 5 May 2026.
Booking closes: 11 May 2026
CPD hours: 3
LRG Network website: https://iti-lrg.org.uk/