H&R Block Embraces Social Marketing Amid Modernization Efforts

H&R Block is expanding its relationship with VaynerMedia to unite social creative and media duties under one roof. The tax-preparation firm aims to modernize its marketing and reposition itself as a year-round provider of trusted financial advice. The partnership will enable H&R Block to be more agile and culturally relevant, fueling connections with customers throughout the year.

H&R Block, the tax preparation giant, has announced an expansion of its relationship with VaynerMedia, consolidating social creative and media duties under one roof. This strategic move aims to modernize H&R Block's marketing and reposition the company as a year-round provider of trusted financial advice. The partnership will enable H&R Block to be more agile and culturally relevant, fostering stronger connections with customers throughout the year.

The consolidation began in tax season 2024 when VaynerMedia handled H&R Block's organic social media. John Terrana, chief media officer at VaynerMedia, noted the success of organic social media efforts, which powered a high volume of content and provided valuable insights for paid campaigns [1]. Building on this success, VaynerMedia became H&R Block's full end-to-end social agency of record (AOR) in 2025. As of this month, the brand has expanded the relationship, with VaynerMedia now serving as both the social and media AOR [1].

Jill Cress, H&R Block's CMO, described the consolidation as a competitive advantage, stating that it fuels agility, sharpens the brand's cultural edge, and ensures stronger connections with customers all year long [1]. The partnership aligns with H&R Block's goal to extend its relevance beyond tax season and build a year-round financial services brand.

VaynerMedia's approach emphasizes speed and consumer-centricity, with a "fail fast, learn fast" model. The agency produces dozens of social assets weekly, using real-time signals to determine what resonates with consumers [1]. This approach is particularly relevant for a brand like H&R Block, which operates in a short window of about 105 days each tax season.

The partnership comes as H&R Block faces intensifying competition from fintech upstarts like TurboTax and free-filing apps. According to recent earnings data from H&R Block's fiscal 2025 report, the company reported 4% revenue growth but highlighted the need for innovative client acquisition strategies to sustain momentum into 2026 [2].

VaynerMedia's selection follows a competitive review, edging out incumbents and signaling H&R Block's bet on agility over entrenched relationships. The agency's track record with consumer brands positions it well for this role, as evidenced by its previous successes with legacy names like Pepsi and Bose [2].

Success for this partnership will hinge on metrics like engagement rates and conversion lifts during peak tax periods. VaynerMedia's approach, emphasizing "social at the center," promises to leverage real-time data for agile campaigns, potentially setting a benchmark for how service-based brands navigate digital fragmentation [2].

References:
[1] https://www.adweek.com/agencies/vaynermedia-becomes-social-and-media-aor-for-hr-block/
[2] https://www.webpronews.com/vaynermedia-named-hr-blocks-social-media-agency-to-modernize-tax-marketing/