The Transcreation Brief: A Definition Proposal

Abstract

The transcreation brief seems to be a key part of the adaptation processes at this kind of projects. Despite the importance that many professionals, companies and researchers give to this document, we do not have a clear definition about the characteristics of this tool. In fact, in many cases it is not even clear if this is a specific document at all. This proposal offers a quick view about what we know about this key element of the transcreation process. After establishing the differences between the concepts of client brief, creative brief and transcreation brief, a tentative analysis of examples of these documents is carried out in order to determine what are the elements that make the transcreation brief a different document to others that are quite similar in a common workflow.