![Xero 1](https://theacademy.imgix.net/Xero_1.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=1280&q=80&w=1920&s=5cb1cfadb99085c61fb4fc203e5fad95 1920w, https://theacademy.imgix.net/Xero_1.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=1147&q=80&w=1720&s=9ec96b5ea8c0d0248c5a27030619601c 1720w, https://theacademy.imgix.net/Xero_1.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=1013&q=80&w=1520&s=3133ff95692aff77370b0f42be18a096 1520w, https://theacademy.imgix.net/Xero_1.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=880&q=80&w=1320&s=3adc879e598c28996e41e7a9b1ceb2b3 1320w, https://theacademy.imgix.net/Xero_1.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=747&q=80&w=1120&s=caf0877f998da4b644864ac94bd1631d 1120w, https://theacademy.imgix.net/Xero_1.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=613&q=80&w=920&s=26a13d766209825ecb895aed282104bf 920w, https://theacademy.imgix.net/Xero_1.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=480&q=80&w=720&s=2145a5c3fd452a0851e66e4a74bf0a86 720w, https://theacademy.imgix.net/Xero_1.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=400&q=80&w=600&s=7cfa2803681f07cf27355d758cb322e5 600w)
Dexter the Digital Tax Advisor
Xero
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
![Xero 2](https://theacademy.imgix.net/Xero_2.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=1067&q=80&w=1600&s=ee20bd083a6c211add5875da2f7a21ef 1600w, https://theacademy.imgix.net/Xero_2.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=933&q=80&w=1400&s=c82233470bb9b3c5b3d4fc73e74e408f 1400w, https://theacademy.imgix.net/Xero_2.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=800&q=80&w=1200&s=465ca15e9ed2debc3de7154b240a2edb 1200w, https://theacademy.imgix.net/Xero_2.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=667&q=80&w=1000&s=b9b64443bb7add0eec8c7ab09078f5c4 1000w, https://theacademy.imgix.net/Xero_2.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=533&q=80&w=800&s=3c33d61587e19aaf9f8eea5c2617306a 800w, https://theacademy.imgix.net/Xero_2.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=400&q=80&w=600&s=ac2f262936dce648c0f64d2c1a2bfb63 600w, https://theacademy.imgix.net/Xero_2.jpg?auto=compress%2Cformat&crop=focalpoint&fit=crop&fp-x=0.5&fp-y=0.5&h=267&q=80&w=400&s=720cc969f4a89b53c23485167bac4e99 400w)