We’re back with another riveting edition of the Masters of Brand Masters series, recorded on site at the 2023 ANA Brand Masters Conference in Bonita Springs, Florida. My guest today is Jill Cress, chief marketing and experience officer at H&R Block. Jill explained how the brand is overcoming what she calls a “crisis of relevancy” through its “Fair Shot” campaign, which seeks to help college athletes navigate the name, image, and likeness opportunities that have recently been presented to them. By connecting its purpose to its marketing, H&R Block became relevant to a new generation of customers, whether they were athletes or not.

The Marketing Futures Podcast airs Tuesdays at 3PM EST. To learn more about the ANA Podcast Network, visit ana.net/podcasts