H&R Block, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
H&R Block, Inc., headquartered in Kansas City, MO, is a leading tax preparation company. With offices in multiple countries, H&R Block operates through four business segments: Tax Services, Mortgage Services, Business Services and Investment Services. The company also has its own tax preparation software and provides consultative services in the segments they serve.
|Main Telephone||(816) 753-6900|
|Main Fax||(816) 753-8538|
H&R Block, Inc. ContactsContacts (5/15)
|Kathy C.||Chief Marketing Officer||MO|
Sample of Associated Brands
|William C.||Chief Executive Officer||MO|
|Mark C.||Vice President, Product Innovation & New Business||MO|
|Amy H.||Vice President, Interactive Marketing & Online Experience||MO|
|Kelli R.||Vice President, Advertising & Creative Services||MO|
|H&R Block, Inc.||*********|
|*&* *****, ***.||*****||AOR - multicultural||2007||present|
|*&* *****, ***.||*******||public relations||unknown||present|
|*&* *****, ***.||****** ***********||Creative, Social||2010||present|
|*&* *****, ***.||******** ********* *******||multicultural events||unknown||present|
|*&* *****, ***.||****************||Digital||2015||present|
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H2 Media Opps: H&R Block taps VML as social media AOR to build off-season awareness
Subject: TV, social media, display
Opportunity: Tapped WPP’s VML to a one-year contract to handle its social media account. VML will leads social media strategy and social content creation. VML’s managing director of channel activation, Amy Worley, told Kansas City Business Journal: “[T]he market is so big – pretty much every adult in the US has to prepare taxes in one way or another. With social, we’ll all be fighting for relevance and getting our content in front of the right people.”
Ultimately, VML is charged with driving retail and online tax preparation during tax season (Jan-April) and building up the H&R Block brand during the off-season.
Omnicom’s Fallon is the tax preparer’s creative AOR. Agency readers should keep in mind, however, that both of these relationships are past average agency tenure (about three years).
Incumbent: 360i previously handled H&R Block’s social media work.
Media Spend: According to Kantar Media, H&R spent $144.8 million on measured media in 2015 – up 23% from 2014 ($118 million). Just over three-quarters of this spend was allocated to broadcast ads, while the remainder when largely to digital display ads (18.6%). H&R also utilizes some search, OOH, radio and print ads, but not nearly on the scale of TV and display.
For full 2015, H&R spent $80.4 million. In addition to the Q1 ads, H&R ran a few spots during July and August and the end of November.
Digital Breakdown: Per Moat, H&R has run 193 display ads on almost 900 publishers so far this year (24% mobile). Top ad destinations include dailydot.com, abc15.com, 20somethingfinance.com and inbozdollars.com (46% placed site direct versus programmatically). H&R has also run 545 high impact and 48 video ads this year across publishers such as Cheezburger, Yahoo! Sports and Jango. For the same period 2015, H&R ran 306 displat ads on 4,848 publishers (as well as 673 high impact and 21 video ads).
Since 2014, most of H&R’s display ads have run overwhelmingly during Q1/Q2 (more specifically, January to April). In the past, H&R has continued to run display ads throughout the year, but at a much lower level. However, look for social content to increase this year given VML’s hire and since the company’s goal is off-season brand building, display presence could also rise during Q3/Q4.
Recent VML Wins: Wendy’s creative AOR (more here).
One H&R Block Way
Kansas City, MO 64105
Chief Marketing Officer