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Intuit Picks Phenomenon as Its New Brand Agency of Record

Assignment does not include TurboTax or QuickBooks

The L.A. agency says it will focus on "innovations" for Intuit. Courtesy of Intuit and Getty Images

Intuit, the software company behind TurboTax and QuickBooks, has chosen Los Angeles' Phenomenon as the marketing agency of record for its corporate brand after a three-month creative review.

The company may be best known for its "Small Business, Big Game" Super Bowl contest, which rewards one winner with an RPA-produced ad during the nation's most-watched sporting event. In November, Intuit unveiled 2016's three finalists, and Adweek readers favored East Aurora, N.Y.-based mom-and-pop discount store Vidler's 5 & 10.

A self-described "ideation company," Phenomenon will not be working on traditional ads for any of Intuit's products and will not be involved in its multiple projects for Super Bowl 50. The agency—which counts veterans of DDB, Digitas, Coca-Cola and Apple among its executive team—has created video campaigns like last year's "Nothing Without It" for Wilson starring Serena Williams and Roger Federer, but its work for Intuit will be more focused on "innovations that create cultural phenomena." That encompasses everything from sponsored events and partnerships with fellow brands to Web and user-experience design, social media, and in-store retail marketing.

"This process and the work Phenomenon is driving does not include advertising for Intuit or any of our brands including TurboTax or QuickBooks," an Intuit spokesperson told Adweek. 

Wieden + Kennedy retains its status as creative agency of record for TurboTax after winning the business in 2013. It will create the "Genius" spot marking Intuit's third consecutive appearance in the Super Bowl as an extension of a campaign that launched earlier this month. The client also recently named indie shop Essence as its global digital agency of record handling programmatic ad buying, digital strategy and analytics work for its Small Business Group, which includes QuickBooks.

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