VaynerMedia has consolidated its relationship with H&R Block, taking over duties as each social and media company of document, the company instructed ADWEEK solely. The remit marks a serious step within the tax-prep large’s push to remain related outdoors of tax season and set up itself as a year-round monetary companies model.
The partnership started in tax season 2024, when Vayner dealt with H&R Block’s natural social. “We noticed some fairly large success of doing natural social—a excessive quantity of content material that threw up all kinds of nice insights and powered a variety of their paid campaigns,” stated John Terrana, chief media officer at VaynerMedia.
Constructing on that success, the company added paid social in 2025, changing into H&R Block’s full end-to-end social AOR. As of this month, the model has expanded the connection once more. “They’re [our] social AOR and we’re their media AOR as effectively,” Terrana stated. “It’s all natural progress … as we get in, show ourselves and develop with superior companions.”
H&R Block CMO Jill Cress described the consolidation as a aggressive benefit: “VaynerMedia’s built-in method fuels agility, sharpens our cultural edge, and ensures we’re constructing stronger connections with extra clients all yr lengthy by integrating H&R Block into every day interactions.”
H&R Block’s advertising and marketing overhaul comes as the corporate posts regular monetary positive aspects. In its fiscal 2025 outcomes, the model reported $3.8 billion in income, up 4.2% yr over yr.
Past company strikes, H&R Block has been modernizing its personal advertising and marketing. The corporate rolled out AI Tax Help to help clients across the clock, and it’s turning to TikTok and even gaming tie-ins to make monetary literacy much less intimidating—significantly for Gen Z.
By leaning on advertising and marketing to increase its relevance past tax season, the model is aiming to maintain that momentum. As Cress put it, the consolidation with Vayner is designed to make sure H&R Block is “constructing stronger connections with extra clients, all yr lengthy.”
Terrana emphasised pace and consumer-centricity as the important thing drivers. “Tax seasons are a reasonably quick window, about 105 days or so each single yr, and that requires a stage of agility and integration to have the ability to actually execute,” he stated. “Once you mix pace, an superior torrent of every day client indicators, and outcomes, it kind of led us to right now.”
The company is leaning on a “fail quick, study quick” mannequin, producing dozens if not a whole bunch of social belongings weekly and utilizing real-time indicators to find out what scales. “As an alternative of us debating if we must always change the colour from crimson to inexperienced, our power is: let’s simply put it out into the world and permit the buyer to dictate what’s working and what’s not,” Terrana stated.
H&R Block has labored with a sequence of companies lately. In October 2021, Gale was named digital, media, and CRM company of document; in September 2022, Ogilvy took over inventive, model, and PR duties; and in November 2024, Ogilvy One was appointed CRM company.
Gary Vaynerchuk, CEO of VaynerMedia, added: “Social media natural inventive is on the core of contemporary advertising and marketing. When social content material is supercharged with strategic media efforts, the outcomes communicate for themselves.”
Per COMvergence estimates supplied to ADWEEK, H&R Block’s U.S. media spend in 2024 was about $87 million.
