Involved Media Leads North American Media Strategy for Blue J’s New Brand Campaign

New York, New York – Blue J, the leading AI-powered tax research solution used by professionals across North America, has launched its first brand campaign at a pivotal moment for the accounting profession. Firms are facing mounting pressure related to talent, work-life balance, and accelerating technological shifts – factors that are reshaping expectations for how they operate. Blue J’s ambition with this campaign is to raise awareness and spark a broader conversation about the human challenges shaping modern tax work.

Involved Media led media strategy and planning across both countries, while Active International focused on execution. The media approach combines large-format out-of-home across major downtown cores with targeted digital placements aimed at tax leaders, firm partners, and professionals who use or influence AI-enabled tools.  The brand chose a coordinated North American approach that delivers a single consistent story across Toronto, New York, Chicago, and Los Angeles.

“By building one North American strategy, Blue J can tell a unified story across both countries,” said Kristi Tropp, Managing Director, Involved Media USA. “We then used local insights to guide the buys, making sure they fit with audience behaviors in each market.”

Creative for the campaign was developed by Berners Bowie Lee. The work focuses on the human challenges reshaping the tax profession, including work-life balance, talent retention, and adapting to rapid change. Instead of highlighting product features, the creative centers on the real questions tax leaders are asking today.

“We loved working on a campaign for an industry that faces so many culture shifts,” said Michael Murray, Co-Founder CCO at Berners Bowie Lee. “Rather than just talk about speed, we wanted to show tax professionals we understand their world by posing questions around these shifts- and positioning Blue J’s AI tax Tool as something that can help Tax Practitioners thrive as the world changes.”

The coordinated North American approach ensured consistent messaging and measurement across all four markets, while allowing each city to receive placements tailored to its local media environment.

“Blue J’s first North American brand campaign represents a major step in how we show up for the profession,” added Lindsay Slipacoff-Cournoyer, CMO, Blue J. “Partnering with Involved Media, Active International, and Berners Bowie Lee allowed us to deliver a campaign rooted in the human realities of tax work, while ensuring each market received a thoughtful, localized approach. It creates real momentum for our next chapter of growth.”

About Involved Media

Involved Media is an independent media agency. Services include research and business insights, media strategy development, performance-driven tactical planning, activation and analytics. With locations in Canada, the United States, Spain, and Australia, the agency offers trusted service supported by an international presence. Involved Media is an AMS company.

 About Active International

Active International is the leading Corporate Trade partner for brands, agencies, and media owners. Active converts the untapped value of surplus inventory into media investment and offers efficient media services that fuel growth for everyone. This trading model is an engine of growth, driving value to clients across business units. Active International is an AMS Company.

About Blue J

Founded in 2015, Blue J is the leading generative AI solution for tax research. Trusted by firms of all sizes, Blue J delivers fast, verifiable answers to complex tax questions, empowering professionals to provide exceptional client service. With its conversational interface and curated library of authoritative sources, Blue J is transforming how tax experts work. For more information, visit www.bluej.com

About Berners Bowie Lee

Berners Bowie Lee is an independent creative agency recognized for its innovative strategies, ideas, and work that drives tangible business results. The team blends creativity, culture, and clear thinking to help brands stand out and stay relevant.