Four finalists are competing to become the new lead shop on TurboTax: Wieden + Kennedy, Crispin Porter + Bogusky, Campbell Ewald and Goodness Mfg., sources said.
An Intuit rep confirmed the search process is down to four but would not comment on which agencies have made the cut. Final presentations are scheduled for early July, with a decision expected shortly thereafter. The winner will succeed the West Hollywood, Calif., incumbent, Dailey, which did not participate in the review.
The Intuit rival to bricks-and-mortar brands like H&R Block spent more than $100 million in media last year, according to Nielsen. TurboTax’s new agency will develop work in coming months in time for the next tax marketing season, which kicks off in late December or early January.
Select Resources International, Santa Monica, Calif., is managing the search, which Adweek first reported this month. TurboTax’s review encompasses creative and media responsibilities, according to SRI’s initial questionnaire. That document also indicated a preference for a West Coast-based agency. (TurboTax is headquartered at Intuit’s Consumer Tax Group in San Diego.)
During the last run-up to April 15th, TurboTax went outside Dailey and drew upon work from Alexandria, Va.-based Purple Strategies.