H&R Block is uniting its social creative and media duties under one roof through an expanded relationship with agency VaynerMedia. The tax-preparation firm is trying to push past solely being associated with tax season to position itself as a provider of trusted financial advice year-round. It is also trying to account for changes in consumer behavior while streamlining marketing decision-making. The initiative is spearheaded by H&R Block Chief Marketing and Experience Officer Jill Cress, who is applying a 'fail fast, learn fast' ethos that runs counter to traditional tax-season marketing.
Social-first marketing continues to pick up steam as legacy brands race to modernize their approach. Social ad spending has climbed steadily over time, but the H&R Block news is the latest signal that more organizations — including those in conventionally staid categories — are enacting bolder moves to orient their strategy around a channel that is essential for connecting with younger consumers and requires an always-on mindset compared to traditional ad campaigns. The deeper relationship with VaynerMedia comes as the firm tries to shed an image largely tied to tax season, which only occupies a few months of the year. The brand hopes VaynerMedia can help it push the envelope and pivot in real time to capture relevant discussions, an embrace of risk in a typically conservative field.