No Happy Returns In Virginia




Jackson Hewitt Bypasses Arnold, Burford
NEW YORK–Grey Advertising has won the estimated $10 million advertising account of Jackson Hewitt, the second-largest tax preparation company in the country.
A division of Cendant Corp., Jackson Hewitt in Virginia Beach, Va., selected the New York-based Grey after a review involving two other Cendant roster shops: The Arnold Agency and incumbent Burford Advertising, both in Richmond, Va.
Based in Parsippany, N.J., Cendant is the renamed entity after last summer’s merger between Hospitality Franchise Systems and CUC International. Grey last August won the consolidated HFS media buying account, which is worth $100 million in billings.
Grey is the lead shop for Cendant’s Super 8 Motels and is the media agency of record for Cendant.
The Arnold’s Agency’s parent company, Arnold Communications in Boston, handles the creative account for Century 21, a unit of CUC International. The shop’s Richmond office spearheaded the pitch for Jackson Hewitt partly because of its proximity to the client.
“We were looking for a marketing partner who would help us distinguish our service in the marketplace as we expand to become an even larger force in tax preparation,” said Larry Thompson, vice president of marketing at Jackson Hewitt.
Jackson Hewitt trails market leader H&R Block in the tax preparation category. Jackson Hewitt has offices in 45 U.S. markets as well as in-store locations in selected Wal-Mart and Montgomery Ward retail outlets. –with Jim Osterman and Judy Warner