Intuit QuickBooks encourages small businesses to ‘Business Differently’ in new campaign via R/GA

Intuit Inc., the global financial technology platform that makes Intuit TurboTax, Credit Karma, QuickBooks and Mailchimp, has today announced the launch of its new ‘Business Differently’ brand platform in Australia developed by QuickBooks’ integrated agency village comprising creative agency R/GA, media agency Avenue C and PR agency Edelman Australia.

 

The debut of this integrated campaign challenges traditional views of business success in Australia, with the QuickBooks platform offering support to small businesses grappling with admin burdens. While this marks the initial focus, the platform is designed to adapt to changing market dynamics and business goals.

Grounded in empathy for the challenges faced by small businesses, especially the heavy weight of admin, the QuickBooks campaign showcases Australian business owners triumphing on their own terms. The whimsical tales playfully highlight how the QuickBooks’ mobile app becomes their secret weapon, skillfully navigating the intricacies of business to save them time, while they’re on the go.

The campaign is set to go live across TV, radio, social, digital and earned media.

As a key component of the ‘Business Differently’ campaign, QuickBooks is teaming up with much-loved Australian comedian Matt Okine, to create ‘The Okine Hotline’. The fun and engaging hotline will go beyond the surface, providing a platform to share real stories that illustrate the genuine impact of business admin on individuals, and underscoring how QuickBooks is poised to redefine the journey to success for small business owners.

Says Jane Merrick, marketing director at Intuit QuickBooks: “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. Together with our agency partners R/GA, Avenue C and Edelman, we have created an exciting campaign that supports our global brand platform, ‘Business Differently’, but is designed to resonate locally. 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.”

Says Victoria Curro, managing director, R/GA Australia: “Collaborating with teams from FCB US, UK and Canada, we were able to create a powerful brand platform that resonates in every market. Rather than just a top-down approach, we worked as a single global creative team. 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.”

Says Will Chapman, managing partner, Avenue C: “We’ve loved being a part of QuickBooks agency village to launch their latest brand campaign, which is 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.”

Says Tom Robinson, CEO, Edelman Australia: “We are 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.”

Client: Intuit QuickBooks
Jane Merrick – Marketing Director
Elizabeth Harper –  Head of GTM Marketing
Kirsty Hollis – Senior Brand Manager
Pru Turnell – Communications Manager

Creative Innovation Studio: R/GA Australia
Creative Agency: FCB New York
Media Agency: Avenue C, Sydney
Will Chapman | Managing Partner
Melissa Mullins | Managing Partner
Anna Cox | Business Director
Clare Zappia | Media Director
Mark Zala | Digital Director
Public Relations Agency: Edelman Australia
Jamil Bhatti, Executive Creative Director
Jasmin Malam, Head of Production
Amber Scotto Di Perta, Client Lead
Sacha Hart, Client Partner
Ainslie Lambourne, Account Manager
Joshua Wise, Senior Account Executive