Global media agency Initiative landed the US $ 175 million media account for Intuit’s Quickbooks brand, Campaign US has learned.
Initiative won the account after a competitive pitch hosted by Apollo Group, which ended in October. Hearts & Science, owned by Omnicom, was responsible for video, audio, programmatic and OOH supervision. Omnicom’s Decoded was also an incumbent, overseeing paid social and mobile purchases.
Initiative declined to comment on who else participated in the review. But sources confirm that PHD, another Omnicom agency, proposed the company in place of Hearts & Science.
Initiative, which is responsible for all paid media, audience strategy and analytics in the United States for Quickbooks and its more than 14 accounting, payroll, time tracking, payment and management solutions inventory for owners of small and medium enterprises, began to work on the account. November 1. Intuit conducted the review as part of a consolidation effort.
“Initiative has demonstrated the best media skills, creativity and ideas based on a good understanding of the Intuit Quickbooks business,” said Dave Raggio, director of acquisition marketing at Quickbooks, in a written statement provided to Campaign US. “We are delighted to partner with Initiative as we seek to continue to diversify and expand our ecosystem of products serving small and medium-sized businesses. “
Intuit’s media change comes after the launch of a new money management product for small businesses, Money by Quickbooks, last month.
Intuit’s other brands – Turbo Tax, Mint, and Credit Karma – were not included in the review.
The account is led by Initiative CEO Natalie Holbrook and Director of Communications Design JP Aguirre.
Hearts & Science and Decoded did not respond to requests for comment in time for the post.