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QuickBooks Stresses Speed, Simplicity

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LOS ANGELES Interpublic Group's Dailey & Associates has launched its first work for Intuit's QuickBooks accounting software.

Laurel Holman, director of marketing at the shop, said the Mountain View, Calif., client tapped Dailey based mainly on its work for TurboTax, another Intuit product already handled by the agency.

Estimated annual ad spending on QuickBooks is $10-15 million.

QuickBooks has received little TV support in recent years, though one Dailey spot for the product is currently in heavy rotation on broadcast and cable TV. (The company spent only $1 million in measured media for QuickBooks in 2006, according to Nielsen Monitor-Plus.)

The 30-second execution shows various people using comically haphazard bookkeeping methods: a woman points to her husband's head as the place where sales figures are stored; a man uses a "still evolving" accounting system with color-coded sticky notes; a user struggles with impossibly awkward spreadsheets.

Ultimately they all use QuickBooks, with decidedly positive results. The tagline is "QuickBooks. Better. Faster. Simpler."

Ads target small businesses and individual consumers.

Dailey is based in West Hollywood, Calif. The agency earlier this month bowed its first ads for the Albertsons grocery store chain. Those spots advise consumers to "Never underestimate the power of a good meal" and introduce the tagline "Crazy about food."