WPP Media Unveils ‘Dependency Dilemma’ in Irish Language Ads

Research from WPP Media has shed light on a significant challenge in the realm of 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 for brands to move beyond mere translation and adopt a more nuanced approach known as transcreation. This research emphasizes the public’s expectation for authentic cultural engagement in Irish language campaigns, revealing insights that could reshape advertising strategies in Ireland.

A precursor to this latest analysis was WPP Media’s Media Tracker, which reported in May 2025 an increase in visibility and recall of Irish language advertising. While that study confirmed the government’s efforts to raise awareness of the Irish language, the current research provides a deeper examination of the effectiveness of these advertisements, especially when compared to their English counterparts.

Understanding the Dependency Dilemma

Conducted over three waves, the study involved a total of 4,800 respondents, comprising two separate nationally representative samples of 800 adults in each wave. Participants were divided into two groups: one exposed to English language campaigns and the other to their Irish language equivalents.

The findings reveal a stark gap in comprehension. A notable 35%-point gap was identified in understanding Irish ads among those who had not been previously exposed to the English versions. This indicates that many viewers rely on the English ads as a reference point to grasp the content of Irish advertisements.

The research also uncovered a disparity in recall rates. While WPP Media’s general tracker shows a 57% recall for Irish language ads overall, the campaign-specific analysis found an average recall of only 38% for Irish language advertisements. In contrast, English campaigns boasted a recall that exceeded Irish ads by 18% percentage points. This difference is largely attributed to the lower media spend allocated to Irish language ads, which is mandated to be at least 5% of the total media budget.

Another key finding highlights the reliance of Irish language ads on their English counterparts. Approximately 43% of respondents who viewed Irish ads remembered seeing the English version, compared to just 22% of those who saw the English ads recalling the Irish version. This 21 percentage-point difference underscores the dependency of Irish language campaigns on greater English visibility.

A Call for Authentic Engagement

According to Eimear McGrath, research director at WPP Media, one of the most revealing insights from the study is the strong public expectation for authenticity in Irish language advertising. The research indicates that despite comprehension issues, a significant majority believe that brands utilize the Irish language to genuinely connect with Irish speakers and promote the language, averaging 41% in support of this view.

“This desire for authentic engagement is a powerful insight for future strategy,” McGrath stated. She emphasized that the public perceives Irish language advertising as more than a regulatory necessity; it is an opportunity for brands to showcase a deeper cultural commitment. This expectation for genuine connection, rather than mere compliance, is a crucial takeaway for advertisers looking to resonate with audiences.

Paul Enright, business director at Mindshare, a WPP agency, echoed this sentiment. He noted that the current model of direct translation often falls short, leading to underperformance in advertising. “Irish language advertising is currently an echo, not a voice,” he remarked. Enright stressed the importance of maximizing the effectiveness of advertising, even when direct translation is unavoidable.

WPP Media advocates for a strategic shift towards a more integrated advertising model that embraces transcreation. This involves:

– Leveraging English creative: Continuing to use English campaigns with higher media spending to drive awareness and comprehension.
– Refining the role of Irish ads: Focusing on creating deeper cultural connections with specific audiences rather than competing for mass recall with limited budgets.
– Embracing transcreation: Developing advertising that is natively crafted in Irish, enhancing clarity and cultural relevance through strong visual storytelling.
– Harnessing immersive Irish-only media: The study indicates that campaigns integrated within immersive, Irish-only media environments can significantly improve message comprehension and appeal among engaged audiences.

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