WPP Media Unveils ‘Dependency Dilemma’ in Irish Language Ads

Research from WPP Media Ireland has identified a significant “dependency dilemma” in the realm of Irish language advertising. The study, titled “An Analysis of Dual-Language Advertising Effectiveness in Ireland: An Echo or a Voice?”, highlights a pressing need for brands to shift from mere translation to a more nuanced approach known as transcreation. This change is essential for fostering genuine cultural connections with audiences.

The findings build on WPP Media’s ongoing Media Tracker, which revealed in May 2025 a notable increase in visibility and recall of Irish language advertising. While the earlier research confirmed the success of government initiatives in raising awareness, this latest analysis offers deeper insights into the effectiveness of campaigns that run concurrently in both Irish and English.

The Dependency Dilemma Uncovered

The study is based on three waves of research, each consisting of two nationally representative samples of 800 adults, resulting in a total of 4,800 respondents. Each wave examined one group exposed to English language campaigns and another to their Irish language counterparts.

Key findings reveal a substantial understanding gap: there is a 35 percentage-point gap in comprehension for Irish language advertisements among audiences who had not previously encountered the English versions. This suggests that, for many, the English ad serves as a necessary primer to grasp the meaning of the Irish ad.

There is also a notable disparity in recall rates. While WPP Media’s general tracker indicates a 57% recall for any Irish language ads, this specific research found an average recall of 38% for Irish ads, compared to an 18 percentage-point higher recall for English campaigns. This difference is largely attributed to the lower media spending allocated for Irish language ads, which is mandated at a minimum of 5% of total media expenditure.

The research further highlights a reliance on English campaigns. A striking 43% of respondents who viewed Irish ads recalled having seen the English version, while only 22% of those who saw the English ads remembered the Irish version. This 21 percentage-point difference underscores the challenges faced by Irish language advertising.

Striving for Genuine Connection

A key insight from the research indicates a strong public expectation for authenticity in Irish language advertising. According to WPP, “perhaps the most compelling and unexpected finding from the research is the strong public expectation for authenticity in Irish language advertising.” Despite comprehension challenges, many believe brands are using Irish in campaigns to genuinely connect with Irish speakers and promote the language, with an average of 41% expressing this sentiment.

Eimear McGrath, research director at WPP Media, emphasized this finding, stating, “This desire for authentic engagement is a powerful insight for future strategy.” The public views Irish language advertising as more than a regulatory requirement; they see it as an opportunity for brands to demonstrate a deeper cultural commitment. This expectation for genuine connection is vital for advertisers to consider.

In light of these insights, Paul Enright, business director at Mindshare, a WPP agency, argues against a strategy based solely on direct translation. He states that “the current model of direct translation can be an inadequate and ineffective strategy, leading to underperformance.” Enright insists that Irish language advertising should not merely echo English campaigns but strive to become a powerful voice in its own right.

WPP Media advocates for a strategic shift towards a complementary campaign system that embraces transcreation. This includes leveraging English creative to drive mass awareness while refining the role of Irish ads. Rather than competing for mass recall with limited budgets, Irish ads should focus on cultivating a more authentic connection with a specific audience.

The concept of transcreation involves crafting advertising specifically for the Irish language, emphasizing strong visual storytelling to ensure clarity and cultural depth. The study also indicates that campaigns integrated within immersive, Irish-only media environments show enhanced impact, particularly in message comprehension and audience engagement.

In conclusion, Enright remarked, “These findings provide clear, actionable insights for brands and public bodies.” He emphasized the importance of moving beyond compliance and investing in strategies that genuinely connect with Irish speakers, transforming Irish language advertising from an echo into a powerful voice that resonates with cultural expectations.