Copywriting and transcreation: a marriage made in hell?

On 8/10/16, I attended the ITI Scottish Network autumn event. Titled “Copywriting and transcreation: a marriage made in hell?”, it was delivered by Bill Maslen of The WordGym, and provided an interesting insight into the creative end of the translation industry. The points Bill made about understanding clients’ needs, the intended audience, and the purpose of the text are, in my opinion, applicable to all texts.