Intuit TurboTax

Greg Johnson, Chief Marketing Officer - Consumer Group
Sharon From, Group Marketing Manager, Brand Advertising

Wieden+Kennedy *Lead Agency

Dan Kroeger, Creative Director
Johan Arlig, Sr. Art Director
Brooke Barker, Copywriter
Courtney Nelson, Acct. Director
Amber Higgins, Group Planning Director
Bobby Souers, Group Media Director
Vanessa Miller, Management Supervisor
Kim Sizemore, Associate Media Director

By the end of the 2013 tax season, TurboTax had experienced two consecutive years of declining growth as the pool of manual filers theyd been drawing on dried up. To reverse the trend, TurboTax needed to appeal to people who had never considered doing their own taxes before, people for whom tax season was a time of fear and doubt. So to fight the fear we changed the conversation, creating an empowering message about how TurboTax turned taxes into nothing more than questions you already know the answers to.