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In the midst of tax season, TurboTax is putting its creative account up for review, potentially ending a 10-year relationship with Wieden+Kennedy Portland, which has serviced the account since winning a review in 2013. Similarly, Quickbooks could be closing the door on a five-year relationship with TBWA\Chiat\Day, which won the account in 2018.
Several sources confirmed the accounts are in review, with Quickbooks further along: The in-house review is down to the final round. TurboTax is in the early stages of a review being run by MediaLink, according to a source.
Adweek reached out to more than a half dozen contacts within Intuit over the past week, but did not receive a response from the brand about either review.
According to COMvergence, TurboTax spent $239 million in the U.S. on measured media in 2022, with $85 million going to digital channels. QuickBooks’ global spend reached $175 million last year, with $70 million going to digital.
TurboTax goes into review
Wieden+Kennedy first won the TurboTax account in 2013. It’s helped the brand make a big splash at the Super Bowl every year since 2014, using football’s biggest night to make a significant push with consumers, as February is in the early stages of tax season. With federal tax returns due by April 18 this year, the timing of the review comes in the middle of the brand’s largest marketing push.
Wieden+Kennedy’s most recent work for TurboTax plays off the idea that no one enjoys doing their taxes, encouraging consumers to “Come to TurboTax and don’t do your own taxes. Meet with a TurboTax expert who will do them for you.” The campaign kicked off in the beginning of 2023, and the brand amplified it with its Super Bowl ad featuring a man dancing to Men Without Hats’ “Safety Dance.”
Two sources tell Adweek that TurboTax has not yet narrowed down a wider field of agencies to a final round.
W+K declined to comment on the review, whether it’s defending the business or whether its scope for media is up for review. MediaLink also declined to comment.
TurboTax’s business grew 9.8% in the 2022 fiscal year, which for Intuit ended on July 31, 2022. Total revenue nearly reached $4 billion for the brand, according to Intuit’s annual report.
QuickBooks global review
QuickBooks is executing a global review of its creative partners. While TBWA holds the majority of the account, Wieden+Kennedy London has been producing work for the brand in the U.K. as well.
The brand is looking for a U.S.-based partner to handle the global account. Sources told Adweek that several of the major holding companies are represented in the pitch, with a decision expected by the end of April.
Unlike TurboTax, QuickBooks has had a smaller presence in the Super Bowl. It did make an appearance in 2021 with DJ Khaled and his song “All I Do Is Win.”
TBWA declined to comment about the review or whether it’s defending the business.
Intuit’s QuickBooks saw revenue jump 37.7% in fiscal year 2022, according to its annual report. The brand’s online services accounted for the majority of that growth, more than doubling from $1 billion in revenue to just north of $2 billion.
