#148 Mastering the Art of Transcreation With Craft’s Tanya Bogin

Tanya Bogin, Managing Director of Craft London, joins SlatorPod to talk about the company’s end-to-end creative production services across all media channels and languages. Tanya discusses her route into the language industry; from working as a radio station manager to entering the transcreation industry with Craft. She talks about how the company brings creative ideas to life through cultural adaptation, translation, and transcreation.Tanya outlines the rigorous testing process behind recruiting transcreation specialists and how their bespoke workflow yields successful results with clients. She touches on the role of language technology at Craft with a combination of best-of-breed cloud-based CAT tools and human-driven translation.Tanya talks about the impact of AI and how they have implemented features like SEO, dynamic content optimization, and virtual production to improve workflow. She shares how they partnered with AI video generation platform Synthesia to transcreate JustEat’s Snoop Dogg advertisement for the global market.The pod rounds off with Craft’s initiatives for 2023, including continuing to pay translators fairly and using AI to increase the sustainability of their productions.