The Arnold Agency Falls Short In $10 Mil. Jackson Hewitt Pitch

Grey Advertising has won the estimated $10 million account of Jackson Hewitt, the second-largest tax preparation firm in the country.
A division of Cendant Corp., Jackson Hewitt in Virginia Beach, Va., selected the New York-based agency after a review involving two other Cendant roster shops: The Arnold Agency and incumbent Burford Advertising, both in Richmond, Va.
Based in Parsippany, N.J., Cendant is the renamed entity after last summer’s merger between Hospitality Franchise Systems and CUC International. Grey last August won the consolidated HFS media buying account, which is worth $100 million in billings.
Grey is the lead agency for Cendant’s Super 8 Motels and is the media agency of record for Cendant.
The Arnold Agency’s parent shop, Arnold Communications in Boston, handles the creative account for Century 21, a unit of CUC International. Its Richmond office spearheaded the pitch for Jackson Hewitt partly because of its proximity to the client.
“We were looking for a marketing partner who would help us distinguish our service in the marketplace as we expand to become an even larger force in tax preparation,” said Larry Thompson, vice president of marketing at Jackson Hewitt.
Jackson Hewitt, which trails market leader H & R Block Tax Services in the tax preparation category, has offices in 45 U.S. markets as well as on-site locations in selected Wal-Mart and Montgomery Ward stores.
–with Jim Osterman and Judy Warne