Today I was asked by a colleague to evaluate a translation that seemed absolutely horrible to the client. As I was reading the translation and the client's remarks, it dawned on me that the client actually needed transcreation , not translation. But since the term "transcreation" is fairly new, not all clients realize that that's what they actually need when they ask for "translation". So would you like to do a little research with me about it? Let's start then :)
Translation as an art, science and business