H&R Block marketers recently tasked an ad agency to help their company target Spanish dominant Latinos with television, out of home and radio ads. By doing so the company hopes to position themselves among one of the largest minority groups in the country. The idea behind this new move was to establish the tax company as an expert and advocate for Spanish speaking Hispanic taxpayers. Although H&R Block has had Hispanic initiatives for the past 10 years, the market has become an increasing priority and focus in recent years.

The company came up with a tag line "Estamos Contigo" (Spanish translation of: we are with you)for the campaign which was rolled out in early January 2008. The ads appeared through early April across 13 markets: New York, Miami, Chicago, Dallas, Los Angeles, San Francisco, San Diego, Sacramento, Denver, El Paso, Fresno, Phoenix and Puerto Rico.