WPP Media Highlights Need for Authenticity in Irish Ads

New research from WPP Media Ireland has unveiled significant challenges in Irish language advertising, coining it a “dependency dilemma.” The study, titled “An Analysis of Dual-Language Advertising Effectiveness in Ireland: An Echo or a Voice?”, emphasizes the need for a shift from mere translation to a more nuanced approach known as transcreation. This approach fosters genuine cultural connections in advertisements targeting Irish speakers.

The findings build upon WPP Media’s ongoing Media Tracker, which, in May 2025, indicated increased visibility and recall of Irish language advertising. While the earlier report confirmed the effectiveness of government initiatives aimed at raising awareness, this latest analysis goes further, exploring how these campaigns function alongside their English counterparts.

The Dependency Dilemma

The study comprised three research waves, each featuring two nationally representative samples of 800 adults, resulting in a total of 4,800 respondents. Each wave exposed one group to English campaigns and another to their Irish equivalents. This setup highlighted a significant challenge for Irish language ads.

One of the most striking findings was a 35% gap in comprehension for audiences who had not previously seen the English version of the ads. For many, exposure to the English ads served as a crucial primer to understand the Irish ads. Additionally, while WPP Media’s general tracker indicated a 57% recall rate for any Irish language ads, the specific research revealed a mere 38% recall rate for these ads, markedly lower than the recall for English campaigns, which was higher by 18% percentage points. This disparity is largely attributed to the mandated lower media spend on Irish language ads, which must represent a minimum of 5% of total media expenditure.

Moreover, the research highlighted a reliance on English advertisements. A remarkable 43% of respondents who viewed Irish ads recalled seeing the English version, while only 22% of those exposed to English ads remembered the Irish version. This 21% percentage point difference underscores the challenges faced by Irish language advertising.

Genuine Connection and Future Strategies

The study revealed a strong public expectation for authenticity in Irish language advertising. According to Eimear McGrath, research director at WPP Media, “the public overwhelmingly believes brands use Irish in campaigns to genuinely connect with Irish speakers and promote the language,” averaging 41% in agreement. This insight signals that the public views Irish language advertising as more than just a regulatory obligation; they see it as an opportunity for brands to demonstrate a deeper cultural commitment.

Paul Enright, business director at Mindshare, a WPP agency, pointed out that the current model of direct translation often proves inadequate, resulting in subpar performance. He emphasized the necessity of transforming Irish language advertising into a more resonant voice rather than an echo. “Even when direct translation is unavoidable, maximizing its effectiveness is crucial,” he stated.

WPP Media advocates for a strategic shift towards a campaign model that incorporates transcreation. This includes leveraging the creative assets from English campaigns, which have a higher media spend to drive awareness, while refining the role of Irish ads. Instead of competing for mass recall, these ads should aim to forge a deeper connection with specific audiences, focusing on cultural resonance.

Additionally, the study suggests integrating campaigns within immersive, Irish-only media environments, which have shown to enhance message comprehension and likeability among engaged audiences.

In conclusion, the findings provide actionable insights for brands and public entities. It is essential to move beyond mere compliance and invest in strategies that authentically connect with a significant cohort of Irish speakers. By doing so, the industry can transform Irish language advertising from an echo into a powerful voice that resonates with cultural expectations.