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 it a “dependency dilemma.” The report, titled “An Analysis of Dual-Language Advertising Effectiveness in Ireland: An Echo or a Voice?”, advocates for a shift from direct translation to a more nuanced approach known as transcreation.

The study reveals a strong public expectation for brands to foster genuine cultural connections through their Irish language campaigns. This expectation emerges despite the obstacles many audiences face in comprehending Irish ads without prior exposure to their English counterparts. The findings indicate a pressing need for advertisers to rethink their strategies to enhance engagement and understanding.

Key Findings on Advertising Effectiveness

WPP Media’s research builds on its ongoing Media Tracker, which reported in May 2025 that awareness of Irish language advertising had improved. This recent analysis, however, delves deeper into the effectiveness of such campaigns, particularly when compared to their English language versions.

The study surveyed a total of 4,800 respondents across three waves, each comprising two nationally representative samples of 800 adults. The results highlighted several critical insights:

– **Understanding Gap**: A notable 35%-point gap was identified in comprehension for Irish language ads among audiences unfamiliar with the English versions. This suggests that many viewers rely on the English ads to grasp the meaning behind their Irish counterparts.

– **Recall Disparity**: The research found that while the general recall for Irish language ads was 57%, the specific campaigns prompted an average recall of only 38%. In contrast, English campaigns achieved an 18-point higher recall, largely due to lower media spending on Irish ads, which is mandated to be a minimum of 5% of total media expenditure.

– **Echo of English**: Remarkably, 43% of respondents exposed to Irish ads recalled having seen the English versions. In comparison, only 22% of those shown English ads could recall the Irish versions, underscoring the reliance of Irish language advertising on English language counterparts.

Authenticity and Cultural Connection

The research also uncovered a compelling expectation among the public for authenticity in Irish language advertising. According to Eimear McGrath, research director at WPP Media, “The public overwhelmingly believes brands use Irish in campaigns ‘to genuinely connect with Irish speakers and promote the language’,” with an average agreement of 41% among respondents.

This insight underscores that audiences view Irish language advertising as more than a regulatory obligation; they see it as an opportunity for brands to demonstrate a commitment to cultural engagement. McGrath emphasizes that this expectation for genuine connection rather than mere compliance is crucial for advertisers moving forward.

Paul Enright, business director at Mindshare, acknowledges the limitations of the current advertising strategy, stating that “the current model of direct translation can be an inadequate and ineffective strategy, leading to underperformance.” He argues that Irish language advertising often serves as an echo rather than a distinct voice.

WPP Media advocates for a strategic shift towards a dual campaign model that embraces transcreation. Key recommendations include:

– **Leverage English Creative**: Maintain the English campaign’s higher media spend to drive mass awareness and establish baseline comprehension.

– **Refine Irish Ads’ Role**: Position Irish ads to create a deeper, authentic connection with targeted audiences, rather than competing for mass recall with limited budgets.

– **Embrace Transcreation**: Develop advertising content specifically for the Irish language, emphasizing strong visual storytelling to ensure clarity while deepening cultural resonance.

– **Utilize Immersive Media**: The study indicates that integrating campaigns within immersive, Irish-only media environments enhances message comprehension and likability among engaged audiences.

These findings present valuable insights for brands and public bodies. Enright concludes, “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.”

As brands navigate the complexities of cultural engagement, the call for authenticity and connection in Irish language advertising becomes increasingly urgent.