WPP Media Reveals Key Insights on Irish Language Advertising

Research conducted by WPP Media has uncovered significant challenges in Irish language advertising, highlighting a “dependency dilemma” that brands must navigate. The report, titled “An Analysis of Dual-Language Advertising Effectiveness in Ireland: An Echo or a Voice?”, calls for a shift from basic translation to a more nuanced approach known as transcreation. This study emphasizes the public’s strong expectation for authentic cultural connections in Irish language campaigns.

The findings stem from WPP Media’s ongoing Media Tracker, which previously reported increased visibility and recall for Irish language advertising in May 2025. While the earlier study confirmed the effectiveness of government initiatives in raising awareness, this latest analysis dives deeper into how these campaigns perform alongside their English counterparts.

Understanding the Dependency Dilemma

The study involved three separate research phases, each with two nationally representative samples of 800 adults, culminating in a total sample size of 4,800 respondents. In each wave, one group viewed English language advertisements, while the other saw their Irish language equivalents.

The research revealed a notable challenge: a staggering 35%-point gap in understanding Irish language ads among those who had not previously encountered the English version. For many respondents, familiarity with the English ad was necessary to grasp the meaning of the Irish counterpart.

Further analysis indicated a disparity in recall rates. While WPP Media’s general tracker reported a 57% recall for any Irish language ads, this specific study found that recall for Irish language ads averaged only 38%. In contrast, English campaigns achieved an 18%-point higher recall rate. This difference is largely linked to the lower media spend allocated to Irish language advertising, which is mandated to be a minimum of 5% of total media expenditure.

The research also highlighted a reliance on the English versions of the ads, with 43% of respondents recalling the English version after seeing the Irish ad, compared to just 22% of those who viewed the English ad recalling the Irish version. This 21-percentage-point difference underscores how Irish language ads often echo their more prominent English counterparts.

Public Demand for Authentic Engagement

Eimear McGrath, research director at WPP Media, noted that the study’s most compelling finding is the public’s expectation for authenticity in Irish language advertising. Despite comprehension challenges, a significant 41% of respondents believe brands use Irish in campaigns to genuinely connect with Irish speakers and promote the language.

“This desire for authentic engagement is a powerful insight for future strategy,” McGrath stated. “The public sees Irish language advertising as more than a regulatory requirement; they view it as an opportunity for brands to demonstrate 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, emphasized the inadequacy of direct translation as a strategy. “We are witnessing that Irish language advertising currently functions as an echo, not a voice,” he explained. He advocates for a strategic shift towards a complementary campaign model that embraces transcreation, which involves creating advertisements natively in Irish, complemented by strong visual storytelling.

WPP Media suggests several approaches to enhance the effectiveness of Irish language advertising. These include leveraging English creative campaigns to drive mass awareness, refining the role of Irish ads to focus on authentic connections with targeted audiences, and harnessing immersive Irish-only media environments to improve message comprehension and engagement.

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