WPP Media Reveals Urgent Need for Authentic Irish Language Ads

New research from WPP Media Ireland highlights 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?”, emphasizes the need for brands to shift from mere translation to a more culturally resonant approach known as transcreation.

The findings build on WPP Media’s previous Media Tracker, which reported in May 2025 that Irish language advertisements have gained visibility and recall. While the earlier study noted the effectiveness of government initiatives in raising awareness, this latest analysis investigates the impact of advertising campaigns executed in both Irish and English.

The Dependency Dilemma

The research encompassed three waves, each with two nationally representative samples of 800 adults, culminating in a total of 4,800 respondents. Participants were shown either English language campaigns or their Irish equivalents.

Crucially, the study uncovered a significant comprehension gap. A 35%-point gap in understanding was identified among audiences who had not previously encountered the English version of the ads. This indicates that, for many, the English advertisement serves as a necessary primer for grasping the message of the Irish ad.

The recall rates further illustrate the challenge. Although WPP Media’s general tracker reports a 57% recall for any Irish language ads, the specific research revealed an average recall of only 38% for Irish campaigns. In stark contrast, English campaigns demonstrated an 18-percentage-point higher recall, a discrepancy largely attributed to the mandated lower media spend for Irish language ads, which is set at a minimum of 5% of total media expenditure.

Moreover, the study revealed that 43% of respondents who viewed Irish ads also recalled seeing the English version, while only 22% of those who saw the English ads remembered the Irish equivalent. This 21-percentage-point difference illustrates a pronounced reliance on English language advertising.

A Call for Genuine Connection

One of the most striking findings from the research is the public’s strong desire 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,’ averaging 41%.”

This expectation for genuine engagement signals a shift in how brands should approach Irish language advertising. It is no longer seen merely as a regulatory requirement but rather as an opportunity for brands to showcase a deeper cultural commitment.

Paul Enright, business director at Mindshare, a WPP agency, commented on the current strategy, stating that “the model of direct translation can be inadequate and ineffective, leading to underperformance.” He emphasized that Irish language advertising is often perceived as “an echo, not a voice.”

WPP Media advocates for a strategic shift towards a dual campaign approach that embraces transcreation, which includes the following recommendations:

1. **Leverage English Creative**: The English ad, benefiting from a larger budget, should drive mass awareness and baseline comprehension.

2. **Refine the Role of Irish Ads**: Irish language ads should not compete for mass recall but instead aim for a deeper, authentic connection with a specific audience, focusing on cultural resonance.

3. **Embrace Transcreation**: This entails crafting advertising specifically for the Irish language, emphasizing strong visual storytelling that resonates with both proficient speakers and those with limited understanding.

4. **Utilize Immersive Irish-only Media**: The study indicates that campaigns integrated into immersive, Irish-only environments yield better message comprehension and likability among engaged audiences.

“This research provides clear and actionable insights for both brands and public entities,” Enright concluded. “It’s crucial to move beyond mere compliance and invest in strategies that create meaningful connections with a diverse cohort of Irish speakers, transforming Irish language advertising into a powerful voice that aligns with cultural expectations.”