The agency is leaning on a “fail fast, learn fast” model, producing dozens if not hundreds of social assets weekly and using real-time signals to determine what scales. “Instead of us debating if we should change the color from red to green, our energy is: let’s just put it out into the world and allow the consumer to dictate what is working and what’s not,” Terrana said.

H&R Block has worked with a series of agencies in recent years. In October 2021, Gale was named digital, media, and CRM agency of record; in September 2022, Ogilvy took over creative, brand, and PR duties; and in November 2024, Ogilvy One was appointed CRM agency.

Gary Vaynerchuk, CEO of VaynerMedia, added: “Social media organic creative is at the core of modern marketing. When social content is supercharged with strategic media efforts, the results speak for themselves.”

Per COMvergence estimates provided to ADWEEK, H&R Block’s U.S. media spend in 2024 was about $87 million.