H&R Block Canada has appointed a new agency of record, selecting Ogilvy to lead on its creative and brand strategy north of the border following a competitive pitching process.

The assignment will see Ogilvy step in to help shepherd H&R Block’s growth and transformation strategy in Canada, mandating the agency to develop campaigns that help the tax preparation leaders remain top of mind among consumers. Ogilvy’s Toronto, Montréal and Québec City offices will contribute to the effort.

“H&R Block has developed a new, five-year strategic plan that focuses on the growth of the business in many aspects,” says Hilary Zaharko, VP of marketing for the brand in Canada. “Ogilvy demonstrated a profound understanding of our goals and shared a creative and compelling strategy to bring it to life.”

H&R Block had previously been working with Sid Lee in Canada, a relationship that dated back to 2016. Though it was selected as part of its own pitch process, Ogilvy New York was awarded the tax preparation company’s PR, creative, and brand strategy assignment in the U.S. in September.

“H&R Block is an iconic brand with a rich heritage,” says Marie-Lise Campeau, president of Ogilvy Canada. “We are thrilled to be working with their integrated team to unlock the brand’s potential through creativity that transcends the status quo and drives impact.”

Featured image by WhisperToMe.