WPP Media Study Highlights Challenges in Irish Language Advertising

New research from WPP Media Ireland has unveiled significant challenges in the effectiveness of Irish language advertising, coining the term “dependency dilemma.” The study, titled “An Analysis of Dual-Language Advertising Effectiveness in Ireland: An Echo or a Voice?”, advocates for a shift from mere translation to a more nuanced approach known as transcreation. It also emphasizes a strong public desire for authentic cultural connections in Irish language campaigns.

This research builds on WPP Media’s ongoing Media Tracker, which reported in May 2025 that visibility and recall of Irish language advertisements have increased. While previous findings confirmed the effectiveness of government initiatives in raising awareness, the current analysis dives deeper into the comparative effectiveness of Irish and English language ads.

The Dependency Dilemma

The study’s findings stem from three waves of research, each involving two nationally representative samples of 800 adults, culminating in a total of 4,800 respondents. Participants were divided into two groups: one exposed to English language campaigns and the other to their Irish language equivalents.

Key insights reveal a notable gap in understanding. A 35% gap in comprehension was identified for Irish language advertisements among audiences who had not previously seen the English versions. For many, the English ad serves as a necessary primer to unlock the meaning of the Irish ad.

The recall rates further illustrate this disparity. While WPP Media’s general tracker indicated a 57% recall rate for Irish language ads, the specific campaign-prompted research showed an average recall of just 38% for Irish ads, in stark contrast to an 18-percentage-point higher recall for English campaigns. This difference is largely attributed to the lower media spend allocated for Irish language ads, which is mandated to be a minimum of 5% of total media expenditure.

The research also highlighted that a substantial 43% of respondents who viewed Irish advertisements recalled seeing their English counterparts. Conversely, only 22% of those who saw the English ads remembered the Irish versions, reflecting a reliance on the more prominent English messages.

Authenticity in Connection

According to Eimear McGrath, research director at WPP Media, one of the most compelling findings from the study is the public’s expectation for authenticity in Irish language advertising. Despite the comprehension challenges, the majority of the public believes that brands utilize the Irish language in campaigns to genuinely connect with Irish speakers and promote the language, averaging 41% in agreement.

“This desire for authentic engagement is a powerful insight for future strategy,” McGrath stated. “The public perceives Irish language advertising not merely as a regulatory obligation but as an opportunity for brands to showcase a deeper cultural commitment.”

The study suggests that brands should transition from direct translation to a strategy that emphasizes transcreation. This involves creating ads that resonate culturally with Irish speakers while ensuring clarity for all audiences.

Paul Enright, business director at Mindshare, a WPP agency, argues that the current model of direct translation is inadequate. He states, “Irish language advertising is currently an echo, not a voice. Even when direct translation is necessary, we can maximize its effectiveness in various ways.”

WPP Media proposes a strategic pivot towards a complementary campaign system that embraces transcreation. This includes leveraging English creative campaigns for mass awareness while refining the role of Irish ads to foster deeper connections with targeted audiences. Additionally, it calls for the use of immersive, Irish-only media environments, which have shown to enhance message comprehension and likability.

“These findings provide clear, actionable insights for brands and public bodies,” concluded Enright. “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 with cultural expectations.”