ITP has launched its 2026 tax season campaign, In Good Hands, created end-to-end by Sydney independent creative and media agency REBORN.
Building on ITP’s brand platform, The Gold Standard of Care, the campaign focuses on the tax service’s people-led approach as the category includes DIY tools, chatbots and low-touch service.
The creative uses a claymation-style world to contrast hands-off tax services with ITP’s hands-on approach. The campaign presents ITP as an option for Australians seeking to have their tax handled with attention to details, questions and individual circumstances.
“Most people have had that moment of frustration with a chatbot, or that feeling of wondering whether their tax has really been handled properly. As more services become automated, care becomes more valuable, not less. Technology has a role to play, but when it comes to people’s finances, judgement, attention to detail and real expertise still matter. In Good Hands is about making that human value visible again,” said David Easton, CEO, REBORN.
“In Good Hands is a simple and effective way to demonstrate what ITP stands for. We’re continuing to invest in smarter, more efficient ways to support our clients, but never at the expense of care. The campaign captures that balance, showing how technology can make tax easier while our people bring the expertise, understanding and personal service that gives clients confidence at tax time,” said John Bailey, Founder of ITP.
The campaign continues ITP’s focus on human expertise, personal service and continuity of care, which the release says has been built over more than 55 years in market.
