WPP Media Reveals Irish Language Advertising’s ‘Dependency Dilemma’

Research conducted by WPP Media in Ireland has unveiled a significant challenge in the effectiveness of Irish language advertising, termed the “dependency dilemma.” The findings suggest a critical need for brands to shift from simple translation methods to more nuanced transcreation strategies. This research, titled “An Analysis of Dual-Language Advertising Effectiveness in Ireland: An Echo or a Voice?”, highlights the public’s strong desire for authentic cultural engagement in Irish language campaigns.

The study builds on WPP Media’s ongoing Media Tracker, which reported in May 2025 an increase in visibility and recall for Irish language advertisements. While the earlier findings confirmed the success of government initiatives in raising awareness, this latest analysis delves deeper into the effectiveness of these campaigns when compared to their English language counterparts.

The Dependency Dilemma Uncovered

The research encompasses three distinct waves, each involving two separate nationally representative samples of 800 adults, resulting in a total of 4,800 respondents. Each wave exposed one group to English language campaigns, while another group viewed the equivalent Irish ads.

The findings revealed a substantial gap in understanding, with a 35%-point deficit identified for Irish language ads among audiences unfamiliar with the English versions. This indicates that for many viewers, exposure to the English advertisement is essential for comprehending the Irish ad’s message.

Recall rates further illustrated the disparity: while WPP Media’s general tracker indicated a 57% recall for Irish language ads, the specific campaign-focused research showed an average recall of only 38% for Irish advertisements. In contrast, English campaigns enjoyed an 18-point higher recall rate. This discrepancy is primarily attributed to the lower media spend allocated to Irish language advertisements, which are mandated to receive a minimum of 5% of total media budgets.

Additionally, the research found that 43% of respondents who viewed Irish ads could recall having seen the English version, whereas only 22% of the English ad group remembered the Irish version. This 21-percentage-point difference underscores the reliance of Irish language ads on their more prominent English counterparts.

Public Expectation for Genuine Connection

One of the most unexpected outcomes of the study is the public’s strong expectation for authenticity in Irish language advertising. According to the research, a significant majority believes brands utilize Irish in campaigns to genuinely connect with Irish speakers and promote the language, averaging 41% in agreement.

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

Paul Enright, business director at Mindshare, a WPP agency, added that the current model of direct translation often leads to underperformance. “We are seeing that Irish language advertising is currently an echo, not a voice. Even when direct translation is unavoidable, it’s crucial to maximize its effectiveness,” he noted.

WPP Media suggests that a strategic shift towards a complementary campaign system embracing transcreation is necessary. This strategy includes leveraging English creative to maintain mass awareness, refining the role of Irish ads to foster authentic connections, and utilizing immersive Irish-only media environments, which have shown enhanced impact in terms of message comprehension and audience engagement.

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