WPP Media Study Uncovers Challenges in Irish Language Advertising

New research from WPP Media Ireland has revealed significant challenges in Irish language advertising, highlighting what the study describes as a “dependency dilemma.” The analysis, titled “An Analysis of Dual-Language Advertising Effectiveness in Ireland: An Echo or a Voice?”, advocates for a transition from direct translation to a more nuanced approach known as transcreation.

The study emphasizes the public’s expectation for genuine cultural engagement in Irish language campaigns, which is deemed crucial for success in reaching this demographic. This research builds upon WPP Media’s previous findings from May 2025, which noted increased visibility and recall for Irish language advertising.

Research Findings Highlight Key Issues

The research consists of three waves, each involving two nationally representative samples of 800 adults, culminating in a total of 4,800 respondents. Participants were divided into groups exposed to either English language campaigns or their Irish counterparts.

Several critical findings emerged from the study:

– **Understanding Gap**: There is a striking 35% gap in comprehension for Irish language advertisements among audiences who had not previously viewed the English versions. This suggests that many find the English ads essential for grasping the meaning of the Irish content.

– **Recall Disparity**: While WPP Media’s general tracker indicated a 57% recall rate for any Irish language ads, this study showed a much lower average recall of 38% for Irish ads, compared to an 18%-point higher recall for English campaigns. The disparity is attributed to the mandated lower media spend for Irish language ads, which is set at a minimum of 5% of total media expenditure.

– **Echo of English**: Notably, 43% of respondents who viewed Irish ads recalled seeing the English version, while only 22% of those who saw English ads remembered the Irish version. This 21-percentage-point difference underscores the reliance of Irish language advertisements on their English equivalents.

Public Expectation for Authentic Engagement

WPP Media’s research also unveiled a strong public expectation for authenticity in Irish language advertising. Eimear McGrath, research director at WPP Media, stated, “Despite the comprehension challenges, the public overwhelmingly believes brands use Irish in campaigns ‘to genuinely connect with Irish speakers and promote the language’,” averaging 41% in agreement.

This desire for authentic connection poses a significant insight for future advertising strategies. McGrath emphasized that the public does not view Irish language advertising as merely fulfilling a regulatory requirement; instead, they see it as an opportunity for brands to demonstrate cultural commitment.

Paul Enright, business director at Mindshare, a WPP agency, highlighted the inadequacies of direct translation. He noted that the current strategy can lead to underperformance, stating, “Irish language advertising is currently an echo, not a voice.”

WPP Media advocates for a strategic shift towards a complementary campaign system that embraces transcreation, which includes:

– **Leveraging English Creative**: The English campaign, benefiting from higher media spending, should continue to drive broad awareness and foundational comprehension.

– **Refining Irish Ads**: Irish ads should not compete for mass recall; instead, their role should focus on fostering a deeper, authentic connection with a specific audience, emphasizing cultural relevance.

– **Embracing Transcreation**: This approach involves creating advertisements specifically for the Irish language, utilizing compelling visual storytelling while ensuring clarity and cultural depth.

– **Utilizing Immersive Irish-only Media**: The study also indicates that campaigns implemented in immersive, Irish-only media environments yield better impact, particularly in 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 genuinely connect with a large cohort of Irish speakers, transforming Irish language advertising from an echo into a powerful, authentic voice that resonates deeply with cultural expectations.”

This comprehensive study underscores the necessity for brands to rethink their strategies in Irish language advertising. By moving towards more authentic and culturally resonant campaigns, businesses can better engage with their audiences and fulfill public expectations.