ITP puts tax in good hands in latest ‘Gold Standard of Care’ campaign via REBORN

ITP is reminding Australians that good tax takes more than a quick click, launching its 2026 tax season campaign, In Good Hands, created end-to-end by Sydney independent creative & media agency REBORN.

Building on ITP’s brand platform, The Gold Standard of Care, the new campaign responds to a category increasingly shaped by DIY tools, chatbots and low-touch service. At the heart of the work is the creative idea In Good Hands, which gives care a simple, memorable shorthand for ITP’s practical, people-led approach to getting tax done properly.

The campaign brings ITP’s hands-on approach to life through a warm and engaging claymation-style world, where the difference between hands-off tax and hands-on care is made tangible. Across the work, ITP is positioned as the choice for Australians who want their tax handled properly, with the confidence that the details have been checked, the right questions have been asked, and the right approach has been shaped for their circumstances.

Says David Easton, CEO, REBORN: “Most people have had that moment of frustration with a chatbot, or that feeling of wondering whether their tax has really been handled properly. As more services become automated, care becomes more valuable, not less. Technology has a role to play, but when it comes to people’s finances, judgement, attention to detail and real expertise still matter. In Good Hands is about making that human value visible again.”

Says John Bailey, Founder of ITP: “In Good Hands is a simple and effective way to demonstrate what ITP stands for. We’re continuing to invest in smarter, more efficient ways to support our clients, but never at the expense of care. The campaign captures that balance, showing how technology can make tax easier while our people bring the expertise, understanding and personal service that gives clients confidence at tax time.”

The campaign continues ITP’s focus on human expertise, personal service and continuity of care, built over more than 55 years in market. In a highly competitive tax category, In Good Hands gives ITP a clear and ownable role: helping Australians feel reassured that their tax has not just been done, but done properly.

Creative, strategy and media: REBORN
Head of Creative & Innovation: Mike Bubenicek
Creative: Pia Easton
Senior Motion Graphics Artist: Joseph Hoh
Senior Account Director: Isabella Williams
Media Director: Shailei Forrester
Founder & CEO: David Easton

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