CLIENT
Internal Revenue Service
Candice Cromling, Chief of Relationship Management- ETA
Gail Ellis, Project Manager
Elizabeth Boyd, Chief- Taxpayer & Information Branch
Tom Attanaro, Sr. Public Affairs Specialist
Nora Butler, Sr. Public Affairs Specialist
AGENCY
Mark Kronenberg, SVP- Research and Planning Dir.
Jeff Tarakajian, EVP- Global Clients and New Business
Judith Roth, SVP- Creative Dir.
Llana Rosengarten, VP- Associate Creative Dir.
Adam Gargani, SVP- Account Planning Dir.
Suzanne Mammes, VP- Account Dir.
SUMMARY
The "Don't Be This Guy" campaign celebrates the benefits of e-file in a humorous, relatable way by juxtaposing these benefits against the pitfalls of the paper process. This fully-integrated campaign has helped increase e-file awareness and converted that awareness into usage. The campaign exceeded all IRS business goals with a total of 61.2 million users in 2004.
