Global media agency Initiative has landed the $175 million U.S. media account for Intuit’s Quickbooks brand, Campaign US has learned.
Initiative won the account after a competitive pitch hosted by Apollo Group, which concluded in October. Hearts & Science, owned by Omnicom, was the licensee overseeing video, audio, programming, and OOH. 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 Omnicom Media Group confirmed that it was pitching the company as “an OMG solution” instead of Hearts & Science.
Initiative, which is responsible for all paid media, audience strategy and analytics in the US for Quickbooks and its more than 14 accounting, payroll, time tracking, payment and management solutions inventory for small and medium business owners, began working on the account on November 1. Intuit conducted the review as part of a consolidation effort.
“Initiative demonstrated the best media capabilities, creativity and insights grounded in a solid 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 thrilled to partner with Initiative as we seek to continue to diversify and expand our ecosystem of products supporting small and medium-sized businesses.”
Intuit’s media shift comes after launching 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 Managing Director Natalie Holbrook and Communications Design Director JP Aguirre.
Hearts & Science and Decoded did not respond to requests for comment in time for publication.
This story has been corrected to change a statement saying that PHD was launched in place of Hearts & Science.
