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Founded in Transcreation💫

Founded in Transcreation💫

By Delfina Morganti Hernández
👋Welcome to FOUNDED IN TRANSCREATION, the first ever podcast on transcreation, where we delve into how brands cross borders😍

Transcreation blends translation with creation. Also referred to as rewriting or transadaptation, transcreation is the value-added language service required to render creative content into a new language for marketing purposes. Slogans, film titles, video games, app content and ad copy are some examples of content that will most likely require a brand to use transcreation.

🎧This podcast is about entering the realms of language and creativity with brands.

Enjoy!😃
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S2 E1 | Marketing in 2021 and beyond: An interview with Adrian Cohn, Head of Marketing at Smartling
🔥 This episode includes a surprise giveaway, DON'T miss it!😉 Adrian Cohn is Head of Marketing at Smartling, a translation technology and services company with an extraodinary marketing, branding and communication strategy😍 On EPISODE 1 of SEASON 2, you'll discover👇 ✅ What is marketing and how it is different from branding, according to my expert guest Adrian Cohn ✅ How brands can adopt a more human-centric approach to connect with their audiences ✅ Marketing trends in the digital era for both, companies and personal brands, in 2021 and beyond ✅ Adrian Cohn's personal journey from Operations Manager to Customer Success rep to Head of Marketing at Smartling ✅ The story behind Smartling's inspiring manifesto ✅ An exciting event in the localization industry—Smartling's Global Ready Conference on April 14, 2021 (you can register free) ✅ And more! 🔥 If you guess where the spot mentioned by Adrian Cohn was made, email him at acohn@smartling.com / Subject Line: "Delfina" for a chance to win one Apple HomePod mini. Good luck!🍀 🔎 REFERENCES 1️⃣ Excerpt quoted from Smartling's manifesto: “Translation is a purpose and a privilege. Translation is about the truth—making sense of place, culture, history, and the sum total of the human condition. We see language as a bridge, not a barrier. We value context over content. We aren’t always right, but we strive to get it right. We believe translation is the search for meaning, but believe strongly that it is also a plea to be heard. We find words in all great things. We see what’s truly possible in words. Talk is cheap. So, let us be rich in meaning.” Read the full text 2️⃣ This Is Marketing: You Can't Be Seen Until You Learn To See – Book by Seth Godin 3️⃣ The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company – Book by Robert Iger 4️⃣ Smartling’s Anywhere, Today; Quill to Qwerty; and Home spots. ABOUT ME My name is Delfina Morganti Hernández (Rosario, Argentina) and I am the creator and host of the first podcast on transcreation. I am a seasoned English-Spanish (LAT, Argentina, International) transcreator and cultural consultant, and I love branding and advertising!😍 You can learn more about me at orangepowerdmh.com STAY IN TOUCH via LinkedIn or leave a message on anchor.fm/transcreationpodcast so I can share it in the next episode! Delfina🍊 #orangepowerDMH
35:37
February 6, 2021
S1 E5 |🎵Song Transcreation: Connecting the Dots
ON EPISODE 5 of Founded in Transcreation, you'll learn👇 🎵The story behind my song translation—or, rather, song transcreation—hobby. 🎵How, as Steve Jobs would put it, 'You can only connect the dots looking backwards.' 🎵Ideas on how your hobby may turn into your next project, opportunity or niche in the localization market. If you'd rather read the story, please visit my article Translating Songs: The Awakening of Babel in Me If you're a translator, a musician, or are simply interested in creativity, storytelling and the arts, you'll love this episode😊 ABOUT ME My name is Delfina Morganti Hernández (Rosario, Argentina) and I am the creator and host of the first podcast on transcreation. I am a seasoned English-Spanish (LAT, Argentina, International) transcreator and cultural consultant, and I love branding and advertising!😍 You can learn more about me at orangepowerdmh.com STAY IN TOUCH via LinkedIn or leave a message on anchor.fm/transcreationpodcast so I can share it in the next episode! Delfina🍊 #orangepowerDMH
27:35
January 31, 2021
S1 E4 P2 | Transcreations of Oreo's Wonderfilled campaign—A discussion—and sing-along session—with Natali Lekka
👋Welcome back! This is the second part of EPISODE 4 of FOUNDED IN TRANSCREATION💫, where Greek transcreator Natali Lekka joins me in this crazy adventure to critically analyse the Greek and Spanish versions of the Oreo commercial "Wonderfilled" (You'll love it! Or... hate it, but one thing is certain—you won't be able to ignore it. Here's the source message for you to get an aural and visual... idea: https://www.youtube.com/watch?v=CHjLnWDI4BI). 💡Apart from deconstructing existing transcreations, we use some back-translations from Greek and Spanish LATAM into English, attempt to transcreate "Wonderfilled" into Spanish (how about "Mundo MaravillOreo", for instance?) and you'll even have the PRIVILEGE of listening to Natali and me 🎤sing to the English version! Yay!😱 ⚠️WARNING: This is as informative and insightful an episode as it is—or should be—fun. Wonder if you'd laugh at us or with us? Hm... Never mind! We loved doing it and we'd certainly do it again!😂 Oh, by the way, if you haven't, check out PART 1 of this EPISODE 4 for a more serious take on transcreation, copywriting and more!😊 Delfina🍊 #BrandingBrain #orangepowerDMH
37:55
August 15, 2020
S1 E4 P1 | 😎Transcreation, copywriting and content writing with Natali Lekka
💡In this episode of FOUNDED IN TRANSCREATION💫, Greek transcreator Natali Lekka answers how she started working as a transcreator and whether she enjoys it more than other activities in the language industry and why. 💡Natali clearly defines transcreation, copywriting and content writing as three different things, and provides some key examples from experience. 💡Also, she shares her view on why the term “transcreation” is mainly used as a borrowing from English in Greek and tells us more about her experience transcreating for brands from an array of industries. 💬Together, we reflect on the importance of using transcreation to safeguard a brand's reputation, impact and, ultimately, its conversion rate when attempting to sell across borders. ABOUT NATALI 🙋Natali Lekka has a MA in Translation Studies from the University of Warwick in the UK and has been translating professionally from English and French into Greek since 2008. She specialises in marketing, advertising and transcreation. Natali is also a bilingual content writer and feature writer for brands and publications. In 2020, Natali Lekka launched  “Content Writing For Translators”, an e-course that helps translators branch out to content writing. You can find Natali Lekka on LinkedIn. I hope you enjoy this exciting interview with Natali, and brace yourself for part 2. You just can't miss it! 😊 Delfina🍊 #BrandingBrain #orangepowerDMH
34:45
July 19, 2020
S1 E3 | 😶What if the original is a translation? | 💡Thoughts on 'the original', as inspired by Michael Cunningham
💡“When I started working with translators, I couldn’t help noticing that many of the problems that vexed them -- questions of nuance, resonance and tone, as well as the rhythms of the sentences themselves -- were familiar to me. I’d worried over the same things when I wrote the book in the first place. It dawned on me, gradually, that I was a translator, too. I had taken the raw material of the book in question and translated it into language,” wrote Michael Cunningham, the American writer and author of “The Hours”, in 2004 (A hero found in translation, Los Angeles Times). In this episode of Founded in Transcreation💫, I'm taking a break from transcreation challenges to question the status of 'the original' as such, based on the thoughts and truths revealed by Michael Cunningham in his article Found in translation (New York Times, 2010). One key difference between translation and transcreation lies in how the linguist approaches the source text, and this episode, short and simple as it is, may reveal more about that difference than you've ever heard or read about yourself. Delfina😊 #BrandingBrain #orangepowerDMH🍊 ABOUT ME I am Delfina Morganti Hernández, a seasoned English into Spanish for Latin America and Argentina transcreator, marketer and copywriter, and you are welcome to find out more about me at en.traduccionescreativas.com
30:17
July 8, 2020
S1 E2 P2 | 😱Making the impossible possible: Nike's👟 slogan "Just do it" gets transcreated into German and Spanish🙆
😃Welcome to PART 2 of EPISODE 2 of FOUNDED IN TRANSCREATION💫! In the last part of this episode, we're delving into the story of Nike👟 and, more specifically, into how and when Nike's most iconic slogan, "Just do it", was born, you'll never guess!👀 Moreover, since my co-host for this episode is Eva Katernberg, a German localization specialist based in France, we go step by step through our creative processes to come up with potential "translations" (erm, rather, transcreations) of Nike's "Just do it" into German and Spanish for Argentina and Spain, something which may seem impossible at first sight, given the rhythm and uniqueness of perhaps the three best-known words in the history of advertising: JUST. DO. IT.😱 Well, we did it!😉 🎧If you like this podcast, remember you can leave a voice message with your feedback and I'll be happy to share it in the next episode! I hope you enjoy this last part of episode 2, I most certainly did! Danke, Eva Katernberg! 😊 Delfina🍊 #BrandingBrain #orangepowerDMH ABOUT ME I am Delfina Morganti Hernández, a seasoned English into Spanish for Latin America and Argentina transcreator, marketer and copywriter, and you are welcome to find out more about me at en.traduccionescreativas.com
45:57
June 27, 2020
S1 E2 P1 | 🙋Eva Katernberg on transcreation techniques and her career move into localization
Welcome to the second episode of FOUNDED IN TRANSCREATION💫, the first ever podcast on transcreation as a service, where we delve into how brands cross borders with their creative communications😍 I am Delfina Morganti Hernández, a seasoned English into Spanish for Latin America and Argentina transcreator, marketer and copywriter, and today I am introducing my translator and transcreator colleague Eva Katernberg, a German localization specialist based in France with a diverse educational and professional career ranging from (business) journalism, communications and project management to UX. In this first part of episode 2, I interview Eva to learn why transcreation “just combines everything perfectly” for her: her passion for languages and culture, her knowledge from university and past work experiences, her talent for writing, and her interest in IT. We also we discuss how each of us tends to approach our own creative process with transcreation clients and have a good laugh discovering how different and yet similar such approaches can be. 🎧If you like this PART 1 of EPISODE 2, you'll definitely love PART 2, where we’ll attempt to transcreate or creatively render into German and some Spanish varieties of the branded slogan Just Do It, by Nike. 🔎But who am I and why I talk the language of transcreation? You are welcome to find out more at en.traduccionescreativas.com In the meantime, I hope you enjoy this ground-breaking take on transcreation!😊 Delfina🍊 #BrandingBrain #orangepowerDMH
47:22
June 14, 2020
S1 E1 | What is transcreation👀? What are some interesting examples? | Coca-Cola Is It
😃Welcome to the first episode of FOUNDED IN TRANSCREATION💫, the first ever podcast on transcreation as a service, where we'll delve into how brands cross borders with their creative communications😱 In this episode, we'll define transcreation in connection with how brands can make the most of going a step further than translation as part of their marketing strategy, in order to resonate with locals and elicit the same emotions, associations and conduct as their source message does in its culture of origin. Additionally—and here's the most exciting bit—, we'll delve into how Coca-Cola✨ transcreated into Spanish (Argentina) one of its best-known slogans for a 1988 TV commercial. Did you know that the brand used Robin Beck's song FIRST TIME🎼 for this amazing spot? How was it rendered into Spanish? Brace yourself, because you'll even hear me 🎤SING to the lyrics!🙈 But hey, who am I to take the floor on this fascinating subject matter? 🙋My name is Delfina Morganti Hernández (Rosario, Argentina) and I am the creator and host of the first podcast on transcreation. I am a seasoned English-Spanish (LAT, Argentina, International) transcreator and cultural consultant, and I love branding and advertising! 😍 You can learn more about me at en.traduccionescreativas.com In the meantime, I hope you enjoy this ground-breaking take on transcreation! Delfina🍊 #BrandingBrain #orangepowerDMH
15:32
June 4, 2020