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March, 2024

Intuit QuickBooks taps Matt Okine to front new collaborative brand campaign effort

Intuit QuickBooks has unveiled its ‘Business Differently’ brand platform, partnering with Australian comedian Matt Okine to create ‘The Okine Hotline’, which features real stories illustrating the impact of QuickBooks and its app for small business owners.

The campaign is being rolled out by QuickBooks’ integrated agency village comprising creative agency R/GA, media agency Avenue C, and PR agency Edelman Australia. It aims to challenge traditional views of business success in Australia, offering support to small businesses grappling with admin burdens.

“The challenge for our agency partners was to talk to the real local heroes – Australian SMBs – ensuring that we could clearly articulate QuickBooks’ brand role to this audience in a different way,” said Intuit QuickBooks Marketing Director, Jane Merrick. “By portraying Australian SMB owners using the QuickBooks mobile app while working on the go, we’re showing SMBs a better way to do business admin and gain precious time back in their lives.”

While the first campaign has an emphasis on small businesses with admin burdens, the vendor said its new platform is designed to adapt to changing market dynamics and business goals.

R/GA Australia, Managing Director, Victoria Curro said collaborating with teams from FCB US, UK and Canada made for a powerful brand platform that resonates in every market.

“It’s been an innovative way of working which has helped us land a solution that is truly global but can flex to local conditions and needs – we’re excited to bring it to market for QuickBooks in Australia,” he said.

Avenue C Managing Partner, Will Chapman also saw the campaign as a huge reflection of the collective efforts of genuine collaboration between client and agency village.

“Our media strategy focuses on leveraging the highest attention media moments so creative cut-through to an extremely busy business decision maker is maximised. We look forward to seeing the campaign in-market,” he said.

Edelman Australia was also proud to have partnered on this multi-agency campaign with Intuit QuickBooks.

“Each agency brings its unique strengths across the creative, strategic and digital space to deliver a campaign that through real life story telling truly delivers an exceptional brand experience. We are excited to see the campaign launch,” said its CEO, Tom Robinson.

The campaign will be broadcast across TV, radio, social, digital, and earned media from 4 March.

Intuit is the global financial technology platform that houses Intuit TurboTax, Credit Karma, QuickBooks and Mailchimp.