H&R Block announced it has chosen Deutsch as its creative and advertising agency of record following a review that started in April, the same month the company appointed its new CMO, Vinoo Vijay.
The IPG-owned shop will handle brand strategy, creative, design, production and social media for H&R Block’s U.S. business. Deutsch expects to release its first campaign for the company later this year.
H&R Block, a global consumer tax services provider that operates more than 12,000 offices worldwide, spent $142.2 million on measured media in the U.S. in 2017 and increased that spend to about $145 million in the first half of this year alone, according to Kantar Media.
“H&R Block was looking to re-energize their brand with a fresh creative direction—a partner that isn’t afraid to bring provocative ideas to the table and really dive into culture,” Mike Sheldon, chairman and CEO of Deutsch North America, wrote in an email to Adweek. “Our out-of-box thinking and ability to innovate stood out to them from the get-go.”
Sheldon added that because H&R Block operates within a unique category—”literally everyone has to do their taxes,” he wrote—Deutsch has “an enormous creative opportunity to make sure moments matter in a very big way.”
“Deutsch has a proven track record of helping brands innovate and grow,” Vijay said in a statement. “They’ve demonstrated great passion for our business and the people we serve. We are very excited to work with Deutsch as we transform our brand and identify opportunities for sustainable growth.”
A year ago, H&R Block, then under the direction of chief marketing and strategy officer Kathy Collins, appointed Publicis Groupe to handle all media, creative and social media duties. Fallon first picked up brand strategy and creative duties in 2010.
It is unclear if Publicis still works with H&R Block in any capacity. It also unclear which agencies competed against Deutsch.