H&R Block Focuses on Taxes

Taking a divergent path from last year’s brand-oriented ad effort, which centered around a harried tax preparer, the debut campaign for H&R Block from Campbell Mithun takes a retail-oriented, promotion-heavy approach.

“We’re making a much more concerted effort toward client acquisition and product advancement,” said David Byers, H&R Block’s chief marketing officer. “Last year focused on what we needed to do as a brand, now we need to get more people through the doors.”

Last year’s campaign from Young & Rubicam Chicago, tagged “Get help,” touted H&R Block’s expansion to a full-service financial company.