FCB Expected To Pick Up Creative, Media Duties For Intuit’s Quicken

Foote, Cone & Belding here is on the verge of picking up all media and creative duties for Intuit’s Quicken brand of personal finance software products, according to executives with the client. All other Intuit brands, including TurboTax, will be managed by an in-house advertising team.
Menlo Park, Calif.-based Intuit selected FCB to handle the estimated $10 million business without a review. There was no incumbent on the account, although FCB had been working with the client on a project basis since 1996, completing several direct mail efforts.
“We have not ironed out all the final details of the arrangement yet, but we do plan [to put our account] with FCB,” said Karen Young, Intuit’s senior manager of marketing on Quicken. Young said there are “no plans” to hire FCB or “any other agency” for its other software titles.
Intuit is expected to step up its advertising efforts this year and incorporate “a strong national print campaign” in addition to its ongoing direct marketing by mail, said sources close to the client.
TV work is also a possibility, but Young said it is “premature” to speculate which media Intuit might explore in this year’s campaign. “We are still in the strategy stage,” she said.
“Quicken is a great brand, and it has the potential to become even stronger in the future,” said Jane Gardner, FCB’s group management supervisor for Intuit. “We look forward to helping [the client] become even more successful.”
Intuit is the leading maker of accounting, personal finance and tax software. It competes directly with such high-profile companies as Microsoft, which failed in its bid to buy Intuit in 1995. The Quicken brand was launched in 1984.
The account win follows FCB’s recent capture of a $20-30 million branding assignment from MTV that had previously been handled in-house.
Separately, FCB today breaks two new 15-second TV spots for Stride Rite’s Keds Footwear division, featuring the tagline “Feel good,” according to sources. They show women going about their daily routines.
The national campaign is designed to promote Keds’ new “Relaxed Fit” canvas shoes.