Translation is the adaptation of content in one language to another whilst protecting the meaning of the words. It is right that any competent translation should reflect the need to make that message work in the target markets taking due account of cultural differences and preferences. Transcreation takes it a step further. It gets beneath the essence and the emotion of the brand. It takes values, concepts and key messages and recreates it in different markets. It takes account of tone, nuance, it may amend colour and style.
Source : The Conversis