cap no. 2 · translator

Turkish that doesn’t sound translated.

Global campaigns cross borders like guests. I make them look like they own the place. I’m a Turkish language lead with 20+ years in advertising, transcreation and localization.

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about

A copywriter’s ear, a language lead’s rigor.

Işıl Öztemel is an Istanbul-based Turkish language lead specializing in English-to-Turkish transcreation and localization for global brands such as Nike, PlayStation, Apple, Hilton, Amazon and Starbucks.

A freelance translator since 2003 and trained as a copywriter at Ogilvy Istanbul, Işıl works with international LSPs, creative agencies and brand teams, looking after the Turkish side end to end: terminology, style, review and the final call on every line.

Occupational hazard: I read every Turkish ad and try to guess the original. If I can, it’s not good enough.

— Işıl
20+years in advertising & localization
25+global brands in Turkish
EN→TRnative Turkish, full professional English

services

Everything the Turkish market hears from your brand.

transcreation

EN→TR brand & campaign copy

Taglines, ads, social, key visuals and scripts, rebuilt in Turkish so they keep their rhythm, wit and intent. Every option comes with a back-translation and a short rationale.

TVC localization

TV commercials for Türkiye

Transcreating TV scripts, supers and subtitles for the Turkish market, written to fit the spot’s length so the Turkish lands in the same seconds.

linguistic review

LQA & final Turkish recommendation

Marketing copy, UI strings, store listings, subtitles and print, checked against glossaries and character limits.

terminology

Glossaries & style guides

Building and maintaining approved Turkish terminology and tone-of-voice references for multi-market rollouts.

in-country review

Artwork & layout proofs

Annotated in English on the proofs, with corrections going straight back to production and to the agency or brand.

AI-assisted

Human judgment, faster pipelines

Reviewing and shaping machine and AI output so it reads like it was written by a Turkish copywriter, because it was checked by one.

brands

Brands I’ve written Turkish for.

Worked via international agencies and LSPs, whose names I keep confidential.

how I work

Fits into your pipeline from day one.

Tools & platforms

  • XTM (primary CAT / TMS)
  • Bureau Works
  • Plunet for project delivery
  • SharePoint, Excel & SRT workflows
  • Adaptable to other CAT / TMS platforms

Languages & location

  • Turkish: native
  • English: full professional
  • Greek: limited working
  • Istanbul, Türkiye · GMT+3
  • Profile & reviews on ProZ ↗

FAQ

Good questions.

What is Turkish transcreation?

Transcreation adapts brand and campaign copy into Turkish so it keeps the original’s intent, emotion and effect, not just its words. It sits between translation and copywriting, and the result should read as if it had been written for the Turkish market in the first place.

What do I get with a transcreation delivery?

Turkish options for each line, each with a back-translation into English and a short rationale explaining the choice, so stakeholders who don’t speak Turkish can make an informed decision.

How is transcreation different from translation?

Translation carries words. Transcreation carries meaning: tone, humor, wordplay and cultural references are rebuilt for the audience. That’s why “It’s raining cats and dogs” becomes “Bardaktan boşanırcasına yağıyor” in Turkish: literally, “it’s pouring as if out of a glass”.

Do you work with LSPs and agencies?

Yes. Most of my work comes through international language service providers and creative agencies, and I’m used to their workflows, QA steps and deadlines. I also work directly with in-house brand and localization teams.

Which CAT and TMS tools do you use?

My main platform is XTM. I also work in Bureau Works and use Plunet for delivery, along with SharePoint, Excel and SRT workflows. I can pick up other CAT and TMS platforms as a project needs.

What time zone do you work in?

Istanbul, GMT+3. That covers the full European working day and overlaps with US East Coast mornings.

Say merhaba.

Tell me about the project, the timeline and the tone you’re after.

hello [at] isiloztemel [dot] com

or find me on LinkedIn ↗