WPP Media’s Study Urges Shift in Irish Language Advertising Strategy

New research by WPP Media Ireland highlights a significant challenge in the effectiveness of Irish language advertising. The study, titled “An Analysis of Dual-Language Advertising Effectiveness in Ireland: An Echo or a Voice?”, suggests that the current approach to Irish language advertising requires a transformation. It emphasizes the need for brands to move from simple translation to a more nuanced strategy known as transcreation.

The research 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 previous findings indicated success in raising awareness through government initiatives, this latest analysis provides deeper insights into how these campaigns perform, particularly when compared to their English-language counterparts.

The Dependency Dilemma

The study analyzed data from three waves of research, each involving two separate nationally representative samples of 800 adults, resulting in a total of 4,800 respondents. In each wave, one group viewed English language campaigns while another group was exposed to their Irish language equivalents.

Findings revealed a notable dependency on English ads for comprehending Irish language campaigns. A 35%-point gap in understanding was identified among audiences who had not previously seen the English version, suggesting that the English ad often serves as a necessary primer for the Irish ad.

Recall rates also highlighted a disparity. While 57% of respondents recalled any Irish language advertisements according to WPP Media’s general tracker, this specific study found an average recall of only 38% for Irish language ads. In contrast, English campaigns achieved an 18-point higher recall. WPP attributed this gap to the lower media spend allocated for Irish ads, which is mandated at a minimum of 5% of total media expenditure.

Public Expectation for Authenticity

One of the most striking findings from the research was the public’s expectation for authenticity in Irish language advertising. According to WPP Media,

“the public overwhelmingly believes brands use Irish in campaigns ‘to genuinely connect with Irish speakers and promote the language’ (averaging 41%)”

. This expectation goes beyond mere regulatory compliance; the public views Irish language advertising as an opportunity for brands to demonstrate cultural commitment.

Eimear McGrath, research director at WPP Media, remarked, “This desire for authentic engagement is a powerful insight for future strategy.” She emphasized that the expectation for genuine connection is crucial for advertisers aiming to resonate with Irish-speaking audiences.

Paul Enright, business director at Mindshare, acknowledged the limitations of the current advertising model. He noted, “The current model of direct translation can be an inadequate and ineffective strategy, leading to underperformance.” Enright pointed out that Irish language advertising is currently perceived more as an echo than a voice.

To address these challenges, WPP Media proposed a strategic shift towards a complementary campaign system that embraces transcreation. This approach involves creating advertising content that is tailored for the Irish language, ensuring clarity and cultural resonance.

Key recommendations from the study include leveraging the stronger English campaigns to drive mass awareness while refining the role of Irish ads to focus on deeper connections with specific audiences. The study also suggests integrating campaigns within immersive, Irish-only media environments to enhance message comprehension and appeal.

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, transforming Irish language advertising into a powerful and authentic voice that meets cultural expectations.”