TBWA \ Chiat \ Day | Agency Profile, Contacts, AOR, Client Relationships
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TBWA \ Chiat \ Day Contacts
|Lee C.||Chairman & Global Director, Media Arts Lab||CA|
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|Nick B.||Global Chief Strategy Officer||CA|
|Stephen B.||Creative Chairman||CA|
|Renato F.||Chief Creative Officer - LA||CA|
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|*****, ***.||AOR - creative||1997||present||*********|
|**** **********, ***.||AOR - creative||2011||present||******|
|**** ******* *******||Creative||2019||present||********|
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Business Decision Maker Media Opps: Intuit's Quickbooks launches campaign from new AOR (Score 94)
Update: Hearts & Science, LA as their new AORs to launch a new global campaign (more below). Well, sellers didn't have to wait very long because the new campaign began Christmas Day. Titled "Backing You," it promotes QuickBooks to small business owners. The campaign features four spots - three of which are 30 seconds and one of which is a minute - that will run across TV and digital. There are also display ads and PR initiatives, which started running at the same time.
Remember, digital media will be Quickbooks' main focus in the upcoming months, so dollars should be focused there despite a decrease in spending from 2016 to 2017. National TV spend also went down slightly from 2016 to 2017 (more info below).
Q1 and Q4 are Quickbooks' top spending periods. Sellers with high engagement rates among small business owners should keep going after revenue here through the summer.
Below was originally published 11/17:
e, LA as new AORs ahead of a global campaign. TBWA will serve as global creative AOR, while Hearts & Sciences is now the financial management brand's media AOR. Specifically, TBWA will lead creative and strategic duties and H&S will begin its remit with US media buying and planning (whereas TBWA will work with its international teams outside the US).
The two agencies were chosen because of their strategy informed with "real-time data insights" that creates a "competitive advantage via personalized digital marketing where CRM and addressable channels converge," according to a press release.
According to Guy Longsworth, QB went with TBWA (over incumbent RPA) because it needed a creative partner that had "local presence in core markets around the world." The global campaign is set to debut in December. And while the exact presence will vary by market, it will generally include TV, digital video, social media and PR, he told Ad Age.
And, while H&S will lead US media, QB is currently working with local media agencies in international markets, at least for the time being (note that QB had just moved media to Camelot this time last year). QB's top international markets include Canada, UK and Australia, as well as Brazil, France, India, Hong Kong, Singapore and South Africa.
Given the reasons these two agencies were selected, sellers should look for digital buys to lead QB's marketing spend over the next year. Per here. This is down from the same period last year, when QB spent $15 million (1.4 billion impressions).
Q1 and Q4 are traditionally QB's highest spend period, which makes sense as most small businesses probably operate on a fiscal year that ends in December (and, you know, tax season being when it is). News sellers and others that can reach small business owners should have the advantage securing revenue here. Last month, Intuit announced plans to acquire Extractor in order to expand the QB platform, so look for a marketing push around this in 2018.
Agency readers - with creative and media off the table for the foreseeable future, set your sights on digital work. Essence, which serves as digital AOR for Intuit's Small Business Group, has been on the account since mid-2015 (more here). As we know that reviews tend to follow one another closely, this could be the next piece of business up for grabs.
Additionally, look for possible shifts with sibling brand TurboTax, Quicken and Mint. Other agencies on Intuit's roster include Camelot, Dallas (media AOR for TurboTax and Mint) and Pitch (Quicken's creative partner).
Adding to the possibility of subsequent reviews are a number of marketing DM shifts in the last year, including last summer.