WPP Media Unveils Irish Language Advertising’s Dependency Dilemma

New research from WPP Media has highlighted a significant challenge 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?”, emphasizes the need for a shift from basic translation to a more nuanced approach known as transcreation. This shift is essential in meeting the public’s strong expectation for authentic cultural engagement in campaigns utilizing the Irish language.

The research builds on findings from WPP Media’s ongoing Media Tracker, which noted in May 2025 an increase in visibility and recall of Irish language ads. While the earlier study confirmed the success of government initiatives in raising awareness, this latest analysis probes deeper into the effectiveness of these campaigns, particularly in conjunction with their English-language counterparts.

The Findings: A Closer Look at the Data

The study draws from three waves of research, each involving two separate nationally representative samples of 800 adults, culminating in a total sample size of 4,800 respondents. Each wave exposed one group to English-language campaigns and the other to corresponding Irish-language ads.

Significantly, the research identified a substantial gap in understanding: respondents who had not encountered the English version of the ads showed a 35%-point gap in comprehension of the Irish language ads. This suggests that for many viewers, familiarity with the English version is crucial for grasping the message conveyed in Irish.

In terms of recall, WPP Media’s general tracker indicated a 57% recall rate for any Irish language ads. However, this specific campaign-oriented research revealed a lower average recall of 38% for Irish language ads, compared to an 18-percentage-point higher recall for English campaigns. This disparity is largely attributed to the lower media spending allocated for Irish language ads, which is mandated to be a minimum of 5% of total media expenditure.

The study further revealed that 43% of respondents who viewed Irish ads remembered seeing the English versions, while only 22% of those exposed to English ads recalled the Irish counterparts. This 21-percentage-point difference underscores the reliance of Irish language advertisements on their more visible English counterparts.

Public Expectation for Authentic Engagement

According to Eimear McGrath, research director at WPP Media, one of the most striking findings is the strong public expectation for authenticity in Irish language advertising. Despite the comprehension challenges, there is a prevailing belief among the public that brands utilize Irish in their 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. She emphasized that the public views Irish language advertising not merely as a regulatory obligation but as an opportunity for brands to exhibit a genuine commitment to Irish culture. This expectation for authentic connection, rather than mere compliance, is a pivotal takeaway for advertisers.

Paul Enright, business director at Mindshare, a WPP agency, highlighted the inadequacies of the current model, stating that direct translation often leads to underperformance. “Irish language advertising is currently an echo, not a voice,” he noted. Enright advocates for a strategic shift towards a more complementary campaign model that embraces transcreation, a method that involves creating advertising specifically for the Irish language.

To improve the effectiveness of Irish language campaigns, WPP Media suggests several strategies:

– **Leverage English Creative**: English campaigns, benefiting from higher media budgets, should continue to drive mass awareness and foundational understanding.
– **Refine the Role of Irish Ads**: Irish ads should not compete for mass recall due to limited budgets. Their role should focus on fostering deeper connections with specific audiences through cultural resonance.
– **Embrace Transcreation**: This approach involves developing advertising natively for the Irish language, utilizing strong visual storytelling to ensure clarity and cultural depth.
– **Utilize Immersive Irish-Only Media**: The study indicates that campaigns integrated within immersive, Irish-only media environments can significantly enhance message comprehension and audience engagement.

In conclusion, Enright stated, “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, transforming Irish language advertising from an echo into a powerful, authentic voice that resonates deeply with cultural expectations.”