ITP has been a trusted tax provider for Australians for generations. But despite its longstanding reputation, digital-first tax brands have used their disruptor positioning to gain fast cut-through, promising speed and simplicity. All the while the category’s most recognisable player continues to dominate with an expansive retail footprint and strong brand recall.

Against this backdrop, ITP needed to reinforce its relevance and reintroduce itself to a changing market defined by scale and speed.

As a franchise business, it also required a campaign that would unify the brand and give local agents something to rally around and use at a store level.

We created a new brand platform positioning ITP as the gold standard of tax. This message works on several levels, evoking a high standard of care and professionalism, and linking naturally to the brand’s signature yellow.

It also shifted focus from what a tax return is worth in dollars to how it’s handled. The gold standard is not only about maximised returns, but also about the personal care, trust and precision that make people feel confident in the process.

Radio was a strong fit for the audience and allowed us to tell this story in a warm and characterful way. We used rhyme to bring memorability to the brand story and key USP’s, and introduced a bespoke audio sting to reinforce the brand’s personality and build recall.

The campaign gave ITP a clear identity in a market that easily blends into sameness across firms. It helped re-establish pride in what the business delivers and gave customers a new way to understand its value.