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Wieden + Kennedy Takes on Tax Preparation

TurboTax leaves Dailey after 11 years

Past TurboTax ads skewered rivals.

The agency that found a way to contemporize an old deodorant brand is venturing into tax preparation software.

Wieden + Kennedy, famous for its award-winning rebranding of Procter & Gamble's Old Spice, is the new lead agency for Intuit's TurboTax, which has left Dailey after 11 years. The software rival to bricks-and-mortar stalwarts like H&R Block spent more than $100 million in media last year, according to Nielsen.

In making the hire, Greg Johnson, vp of marketing at TurboTax, cited chemistry with Wieden executives and the agency's "long history of developing great work that tranforms brands."

The assignment came after a review in which there were three other finalists: Crispin Porter + Bogusky, Goodness Mfg. and Campbell Ewald, according to sources.

Select Resources International in Santa Monica, Calif. managed the search, which began in the spring. Dailey, which is based in West Hollywood, Calif., did not defend.

 

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