Translation consists of transposing text from one language to another. The challenge the translator is faced with is to remain faithful to the source text, while adopting a natural, readable style.
Transcreation, meanwhile, necessitates more creative skills, because it involves recreating an advertising message for a target market, sometimes from scratch. Unlike translators, a transcreation specialist has the freedom to move away from the source text, as the primary objective is to convey the emotion present in the message.