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The Little Book of Transcreation
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The Little Book of Transcreation is a collection of short (single-page) case studies that aim to illustrate the difference between translation and the process of creative adaptation or ‘transcreation’. Examples are drawn from a variety of creative industries, including film, television and literature, but with a focus on the advertising and marketing sectors. They include both successful instances of creative translation, and conversely, cases where overly literal translation resulted in a misleading or ineffective message in the target language. This pocket-size book was written and published by a team of copywriters from an advertising and marketing adaptation agency Mother Tongue Writers in 2011. It stresses the centrality of awareness of cultural background and creative writing skills to good transcreation outcomes. The likely target audience is primarily marketers and advertisers, though it could be of interest to anyone involved in cross-cultural communication processes. It was initially distributed free to delegates at the Cannes Lions International Advertising Festival in conjunction with , and subsequently sold commercially. 
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