22squared, Jackson Hewitt Tax Service Inc. Unite to Celebrate Tax Season

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Advertising firm 22squared beats out competitors to launch new campaign for Jackson Hewitt, builds upon financial, retail services business


We’re thrilled to partner with Jackson Hewitt... We're a great strategic fit: two challenger brands, both gaining momentum and growing, big companies with a strong community feel.

Jackson Hewitt Tax Service Inc., the nation’s second largest tax preparation firm, has selected Atlanta-based advertising agency 22squared as its agency of record for brand planning, creative, media buying and planning, and design responsibilities. The first creative work from 22squared will launch in January 2012.

“We’re thrilled to partner with Jackson Hewitt to inject the joy and excitement associated with tax refunds into the consumer conversation around their tax preparation services,” said Richard Ward, president and CEO, 22squared. “We’re a great strategic fit: two challenger brands, both gaining momentum and growing, big companies with a strong community feel.”

The multimillion-dollar Jackson Hewitt account was previously held by Zimmerman, and in the brand’s recent review, 22squared beat out GSD&M and The Richards Group, demonstrating the independent advertising agency’s ability to compete with larger, nationally recognized competitors. Their 2012 campaign will feature television, radio, out-of-home, direct mail and social media components to brand Jackson Hewitt as consumers’ nationally known neighborhood tax pros and communicate the joy their customers feel during tax season.

“We chose 22squared over some of their larger, more nationally recognized competitors due in large part to their creative talent and their expertise in the growing areas of digital and social media,” added Debra K. Dowd, senior vice president and chief marketing officer, Jackson Hewitt Tax Service Inc. “We look forward to utilizing their capabilities to grow a strong consumer advocate base for the Jackson Hewitt brand.”

About 22squared
22squared is an independent, 89-year-old startup agency. We help our clients cut through the grey of complexity with a black and white perspective by encouraging brands to choose an enemy that gives them a potent and provocative reason for being, one that consumers can get behind and talk about. We apply this approach and other proprietary conversation strategies to create exponential ideas for Baskin-Robbins, Buffalo Wild Wings, The Costa Rica Tourism Board, Florida's Natural Growers, Publix Super Markets, Inc., Shoe Carnival, Southeast Toyota Distributors, and other iconic brands. If you’d like people to start talking about your brand, check us out at 22squared.com. We’re looking forward to the challenge.

About Jackson Hewitt Tax Service Inc.
Based in Parsippany, NJ, Jackson Hewitt Tax Service Inc. is an industry-leading provider of full service individual federal and state income tax preparation, with franchised and company-owned office locations throughout the United States. Jackson Hewitt Tax Service® also offers an online tax preparation product at http://www.jacksonhewittonline.com. For more information, or to locate the Jackson Hewitt® office nearest to you, visit http://www.jacksonhewitt.com or call 1-800-234-1040. Jackson Hewitt can also be found on Facebook and Twitter.

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Julianna Bowman

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