WPP Media Research Highlights Challenges in Irish Language Advertising

Research from WPP Media Ireland has unveiled a significant challenge in Irish language advertising, termed the “dependency dilemma.” The study, titled “An Analysis of Dual-Language Advertising Effectiveness in Ireland: An Echo or a Voice?”, highlights the need to move beyond simple translation to a more nuanced approach known as transcreation. This analysis reveals a strong public expectation for authentic cultural engagement in Irish language campaigns.

The research builds on findings from WPP Media’s ongoing Media Tracker, which indicated in May 2025 that visibility and recall of Irish language advertising had improved. While that study confirmed the success of government initiatives in raising awareness, the latest analysis digs deeper into the effectiveness of these campaigns, particularly when they run alongside their English language counterparts.

The Dependency Dilemma

The study is based on three waves of research, each involving two representative samples of 800 adults, culminating in a total of 4,800 respondents. In each wave, one group was exposed to English-language campaigns while another group saw the corresponding Irish-language versions.

The findings reveal several critical insights. There exists a significant gap in understanding: a 35%-point gap was identified for Irish language advertisements among audiences who had not previously seen the English versions. This suggests that for many viewers, the English ad is essential for comprehending the Irish equivalent.

In terms of recall, WPP Media’s general tracker indicates a 57% recall rate for any Irish language ads; however, the specific campaign-driven research found an average recall of only 38% for Irish language ads. This contrasts sharply with a recall rate that is 18% points higher for English campaigns. The discrepancy is largely due to a lower media spend mandated for Irish language advertising, which is set at a minimum of 5% of total media expenditure.

Additionally, the research shows that 43% of respondents who viewed Irish ads recalled seeing the English version, compared to only 22% of those who saw the English ads recalling the Irish version. This 21-percentage-point difference further illustrates the reliance of Irish language ads on their more prominent English counterparts.

Demand for Genuine Connection

A particularly striking result of the research is the public’s expectation for authenticity in Irish language advertising. According to WPP, “perhaps the most compelling and unexpected finding from the research is the strong public expectation for authenticity in Irish language advertising.” Despite the aforementioned comprehension challenges, a substantial 41% of participants believe that brands use Irish in their campaigns to genuinely connect with Irish speakers and promote the language.

Eimear McGrath, research director at WPP Media, emphasized this expectation, stating, “This desire for authentic engagement is a powerful insight for future strategy.” She noted that the public sees Irish language advertising not merely as a regulatory obligation but as an opportunity for brands to demonstrate a deeper cultural commitment. This expectation for genuine connection rather than mere compliance is crucial for advertisers moving forward.

Paul Enright, business director at Mindshare, a WPP agency, pointed out that the current model of direct translation may lead to underperformance in Irish language advertising. He remarked, “We are seeing that Irish language advertising is currently an echo, not a voice.”

WPP Media proposes a strategic pivot towards transcreation, which emphasizes creating advertising content that resonates culturally with Irish speakers. The recommendations include:

1. **Leverage English Creative**: Continue to use the English campaign, which benefits from a higher media spend, to drive mass awareness and baseline comprehension.
2. **Refine the Role of Irish Ads**: Instead of competing for mass recall on limited budgets, Irish ads should focus on forging deeper connections with specific audiences, underscoring cultural relevance.
3. **Embrace Transcreation**: Develop ads specifically for the Irish language, employing strong visual storytelling to ensure clarity while enhancing cultural depth for fluent speakers.
4. **Utilize Immersive Irish-Only Media**: The study indicates that campaigns integrated within immersive, Irish-only media environments have a greater impact, especially regarding message comprehension and audience likability.

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.”