Dexter the Digital Tax Advisor

Xero is the leading accounting software for small businesses. HMRC introduced Making Tax Digital, which meant that all VAT registered businesses now have to file their tax returns digitally. This was a huge moment for Xero as its software made the process easy for small businesses. We positioned them as the partner of HMRC by creating Dexter the Digital Tax Advisor, the modern-day cousin of HMRC’s Hector the Tax Inspector. Dexter became the face of Making Tax Digital and starred in the company’s advertising, PR and experiential activity. The campaign helped Xero grow its subscribers by a massive 40% in the run-up to the Making Tax Digital launch.

PRCA Winner: B2B Award