Atlanta Ad Agency The Partnership Helps ATC Make Strong Connections in Highly Competitive Retail Income Tax Space

Audience insight, in-house agency content model key to helping young firm expand into new markets with new rallying cry, That other tax company, they messed us up!

ATLANTA, Feb. 7, 2013 /PRNewswire-iReach/ -- The old cliche says there are two certainties in life; death and taxes. At this time of year – until April 15 at least – you can add one more. An onslaught of commercial pitches for tax prep services, web sites and software.


Standing out amidst this noise, as with financial services overall, can be quite a challenge. But a new campaign from Atlanta ad agency The Partnership for client ATC Income Tax aims to do just that.

At the core of the campaign is a key strategic insight derived by the client from years serving the income tax needs of their primary target, female African Americans living in major metro areas. From that idea, a tag line, and a rallying cry, was born: "That other tax company, they messed us up!"

ATC President David Gherezgher explains.

"When it comes to their tax returns, African American women want what all Americans want. The maximum return, fast. And they want it done right so they don't need to worry about getting in any trouble afterwards. Sadly, many have found the market to be under-served by quality firms. Time and again, we heard our customers tell us about mistakes their prior firm made that either cost them money or worse, got them audited."

David Arnold, President of The Partnership, continued. "So we're sitting with the team at ATC and they're telling us what their customers have actually said, and it seemed obvious what we needed to do was bring that story to life. The campaign practically wrote itself from there."

But doing that in a cost efficient way required the agency to make a few smart deductions of their own.

"Digital has made us change the way we do a lot of things," explained agency ECD Randall Hooker. "One thing you learn doing a lot of video for online use is to do things yourself. We simply took a cue from that and applied it to broadcast; we produced, cast, scouted locations, shot and edited the entire campaign ourselves."

Agency Creative Director Harry Hayes, a veteran of dozens of major productions over the years, led production efforts on the campaign, which also included radio, search and social media. Hayes also produced a reel of outtakes culled from the first spot which featured a two year old boy who, instead of sitting quietly with his sippy cup, decided to steal his father's line – They messed us up! – and a lot of the attention in the process. The video is becoming a bit of a sensation on YouTube.

ATC has high hopes for the campaign. "Last year we saw steady gains in retail traffic as a results of our first campaign with The Partnership," Gherezgher noted, "allowing us to increase our retail presence. We have even higher hopes for the coming year as we continue to take advantage of opportunities serving a growing aspect of the market others have failed to properly address."

About ATC Income Tax

ATC Income Tax is your neighborhood retail tax preparation company. With a genuine interest in customer care, all its tax professionals strive to provide thorough tax counseling, accurate estimates and tax preparation services. With ATC, customers never have to wait to get their tax refund. In addition, ATC Income Tax professionals are trained to find every credit, every deduction with one goal in mind… to get you the money you deserve! With a strong focus on providing financial solutions that empower working families, ATC is poised for growth in the coming years. There are currently 27 locations in Georgia, Michigan and Wisconsin with many more locations coming in 2014. For more information, visit

About The Partnership

The Partnership is an Atlanta-based digital, advertising and, design agency engineered for clients who want more. More sales. More customers. More insight. More creativity. More ROI. Founded in 1983, The Partnership is one of Atlanta's top 25 advertising agencies and works with leading brands in both the B2B and consumer marketplaces. The Partnership's clients include ATC Income Tax, BCD Travel, Carhartt, Crowne Plaza Hotels & Resorts, Ferrari, GE, Goodwill, GS Battery, Holiday Inn, IHG, InterContinental Hotels & Resorts, Park 'N Fly, Peach Pass, Staybridge Suites, and UHS-Pruitt Healthcare. More at

To view the first two spots in The Partnership's new campaign for ATC Income tax, visit: ("No Worries") ("No Waiting") (funny outtake reel from "No Worries")



Eric Hyman

CMO, The Partnership



David Gherezgher

President, ATC Income Tax


Media Contact: Eric Hyman The Partnership, 678.428.9087,

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SOURCE The Partnership



Advertising, Publishing & Information Services, Television, Small Business Services, African American, Women

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