WPP Media Study Uncovers Challenges in Irish Language Advertising

New research from WPP Media Ireland highlights significant challenges in the effectiveness of Irish language advertising. The study, titled “An Analysis of Dual-Language Advertising Effectiveness in Ireland: An Echo or a Voice?”, reveals a so-called “dependency dilemma” that calls for a shift from simple translation to a more nuanced approach called transcreation.

This latest analysis builds on findings from WPP Media’s ongoing Media Tracker, which, in May 2025, noted a rise in visibility and recall for Irish language advertisements. While the earlier research confirmed the success of government initiatives aimed at increasing awareness, the current study explores the deeper implications for campaign effectiveness, especially when Irish ads are run alongside their English counterparts.

The Dependency Dilemma

The study involved three waves of research, each with two separate nationally representative samples of 800 adults. This brought the total number of respondents to 4,800. In each wave, one group was exposed to English language advertisements, while the other group viewed the equivalent Irish language versions.

The findings reveal a considerable gap in understanding: a 35-percentage-point difference was identified for Irish language ads among those who had not seen the English versions. This suggests that, for many, the English ad serves as a prerequisite for comprehending the Irish ad.

Additionally, while WPP Media’s general tracker indicates a 57% recall rate for any Irish language ads, the focused campaign research found an average recall of only 38% for Irish language ads. In contrast, English campaigns had an 18-percentage-point higher recall rate. This disparity can be linked to the lower media spend allocated for Irish language ads, which is mandated to be a minimum of 5% of total media spending.

The research also highlighted a noteworthy reliance on English versions, with 43% of respondents recalling the English ads after being shown the Irish versions. Conversely, only 22% of those who saw the English ads remembered the Irish versions, illustrating a significant dependence on English language campaigns.

Genuine Connection and Future Strategies

The study uncovered a compelling insight regarding public expectations 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,” with an average of 41% affirming this view.

This desire for authentic engagement presents vital insights for future advertising strategies. McGrath emphasized that the public perceives Irish language advertising as more than a regulatory obligation; they view it as a chance for brands to express a deeper cultural commitment. This expectation for genuine connection, rather than mere compliance, is a key takeaway for advertisers.

Paul Enright, business director at Mindshare, a WPP agency, stated that the current practice of direct translation often proves inadequate, leading to underperformance. He noted, “Irish language advertising is currently an echo, not a voice.” Enright advocates for a strategic shift towards transcreation and suggests the following approaches:

– **Leverage English Creative**: The English campaign, with its higher media budget, should continue to build mass awareness and foundational understanding.
– **Refine Irish Ads’ Role**: Irish language ads should not compete for mass recall given their limited budgets. Their primary function should be to foster a deeper, more authentic connection with a specific audience, focusing on cultural resonance.
– **Embrace Transcreation**: This involves crafting advertisements specifically for the Irish language, incorporating strong visual storytelling to ensure clarity and cultural depth for proficient speakers.
– **Utilize Immersive Irish-Only Media**: The study indicated that campaigns integrated into immersive, Irish-only media environments tend to have a greater impact, particularly concerning message comprehension and audience engagement.

Enright concluded, “These findings provide clear, actionable insights for brands and public bodies. It’s time to move beyond compliance and invest in strategies that truly connect with a large cohort of Irish speakers, regardless of proficiency, transforming Irish language advertising from an echo into a powerful, authentic voice that resonates deeply with cultural expectations.”