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Score 75 - Account in Jeopardy: H&R Block names new CMO, continuing digital shift

Update: Just when I thought taxes were done and over with, we got another update on SapientRazorfish, NYC has online video, in addition to direct response (DR). They will likely be among your competition. 

Vijay's experience includes EVP - head of fintech at TD, EVP - CMO and head of corporate & public affairs at TD and global brand & product marketing executive. 

Sellers - You may remember us telling you TV outlays were falling while digital was increasing (more below). That is slated to continue since CEO Jeff Jones said Vijay is supposed to modernize their marketing. (It also isn't surprising Vijay would use more digital given his fintech experience.) So, continue to reach out if you have high ROI for reaching wide audiences (because everyone needs to do taxes). Their annual marketing budget is about $300 million. Read about the rest of their recent spend below. 

Below was originally published 3/6:

In a recent interview with the Vulnerable Account Index. In particular, he will focus on the Kansas City area, where H&R is headquartered. He said he likes to be a prominent figure in supporting the community, so cause marketing revenue could be available there. 

And, Jones has gone ahead and analyzed H&R's target demographic, how best to reach them, etc. He didn't specify exactly who that demographic is. I guess that would've been too...taxing...but a spending shift is underway, regardless.

Since January, their display budgets have skyrocketed and national TV levels have fallen, 

Meanwhile, national TV outlays have fallen to $82.6 million from $112 million a year ago. The bulk of ads are still running during live sports (see show targeting right). SapientRazorfish, NYC has online video, in addition to direct response (DR). 

Jones did not mention a replacement for CMO Kathy Collins (more info below), but we'll keep you posted when we identify her successor. With tax season almost over, agencies and martech readers should stay on the tax prep company's radar for 2019 work 

Below was originally published 1/9:

In our last update on new president and CEO, hires a new CMO.

But, in the meantime, agencies and martech readers should reach out to lower level marketing decision makers, who can refer you to the new CMO once he or she starts. A new decision maker will certainly examine his or her agency roster, among other areas.  Competition fo advertising work at H&R, already #588 on the Fallon Minneapolis

Don't forget that H&R Block is pulling out of digital to invest more in TV and stay top-of-mind during the tax season. Pathmatics, dropped about $13 million from 2016 to 2017. 

Also, they are relaunching SapientRazorfish, NYC has online video, in addition to direct response (DR). 

Click here for all of WinmoEdge's takes on the tax giant.