VaynerMedia has consolidated its relationship with H&R Block, taking up duties as each social and media company of document, the company informed ADWEEK completely. 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 super success of doing natural social—a excessive quantity of content material that threw up all types of nice insights and powered lots of their paid campaigns,” mentioned John Terrana, chief media officer at VaynerMedia.
Constructing on that success, the company added paid social in 2025, turning 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 mentioned. “It’s all natural development … 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 strategy 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 day by day interactions.”
H&R Block’s advertising 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. The corporate rolled out AI Tax Help to assist clients across the clock, and it’s turning to TikTok and even gaming tie-ins to make monetary literacy much less intimidating—notably for Gen Z.
By leaning on advertising 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 brief 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 mentioned. “Whenever you mix pace, an superior torrent of day by day client indicators, and outcomes, it kind of led us to right now.”
