What does this mean?
When a text is rewritten in a foreign language for a foreign culture, this is called a transcreation, or creative translation. The text is adapted to the target culture and does not smack of translation.

Creative translating is particularly important when dealing with advertising and marketing, television, music and publishing. The translated text may be very different from the original, but it will be perfectly appropriate and meaningful to the target culture and just as effective in conveying the original message.

This service enables clients to consider a choice of several translations (such as for headlines, pay-offs, etc.) and then choose the one which is best suited to the local culture and conveys the sense of the original message.