Transcreation is mostly applied to small volumes with high visibility, such as headlines, call-to-actions, slogans and taglines, billboards, campaign texts and ads, as well as landing pages. There’s more emphasis on brand material, campaign briefing or market requirements than being faithful to the source text. The job is performed by a translator with copywriting and/or marketing translation experience.
The job is often done without the use of CAT tools and paid on an hourly basis as this job tends to require extensive research.