The advertisers and their fellow marketers use this term to say that a message needs to be translated retaining the idea of the author, the style and the context.
Transcreation is a creative translation
Transcreation is about taking a concept in one language and completely recreating it in another one. Let’s take a delicious example. A donut in English source text can become a croissant in French and a bun with poppy seeds in Ukrainian one. Transcreation allows you to speak with an audience in an understandable language and to get the same reaction from translated text as from the source text.
But transcreation implies work not only with the text, but also with images and videos. The translator should take into account the cultural characteristics of the target audience, its customs, habits, history, sense of humor and so on. This type of work can only be done by a native speaker. The outcome, therefore, should resonate with the intended audience.