Intuit QuickBooks and TurboTax
Previous agency: QuickBooks previously worked with TBWA\Chiat\Day and Wieden+Kennedy in the U.K, while TurboTax previously worked with Wieden+Kennedy.
New agency: QuickBooks hired FCB NY, and TurboTax added R/GA.
Size of account: QuickBooks spent $175 million in global advertising last year, according to COMvergence. $52 million of that went to digital. TurboTax spent $239 million on measured media in 2022, with $85 million of that being spent on digital media.
Why it’s significant: Intuit gave marketing leaders at each brand the freedom to the run their reviews how they liked. For TurboTax, that meant hiring MediaLink to run the pitch, while QuickBooks opted to run it in-house. With this review, QuickBooks dismantled its creative agency roster and consolidated its business with FCB NY. The agency is working on a global platform that will help QuickBooks rebrand itself to consumers unfamiliar with its vast product library. R/GA’s first work has yet to debut for TurboTax.
Dunkin’
Previous agency: Anomaly
New agency: Leo Burnett
Size of account: Dunkin’ spent $162 million on measured media from July 2021 through June 2022, according to COMvergence. Of that spend, it devoted $94 million to traditional buys and $68 million to digital.
Why it’s significant: This review wrapped up at the beginning of the year after (you guessed it) a leadership change. The brand promoted Jill McVicar Nelson to the CMO role in September 2022. Nelson’s goal is to increase brand resonance with younger consumers, and she’s known for scaling the brand’s TikTok strategy.
Dunkin’ worked with Anomaly for only two years before it severed ties, and Leo Burnett had been a runner-up in the 2021 review process. Before news of the review outcome broke, Anomaly laid off 8% of its staff, admitting that budget cuts on the Dunkin’ account contributed to those layoffs. “We see less traditional client revenue, including a significant reduction on Dunkin’, and more ‘forward-facing’ talent needs, including those from innovation, digital transformation, Web3 and media backgrounds,” Carl Johnson, founding partner and executive chairman, told Adweek in a statement.
