TruGreen awards media business to WPP

TruGreen, the US lawn care provider, has expanded its collaboration with WPP, appointing WPP Media as its media agency of record while strengthening its existing partnership with creative agency VML.

The move integrates creative, media and data-driven marketing through WPP Open, the company’s AI-powered platform, with the aim of sharpening consumer connections, building brand awareness and driving business growth.

Under the new arrangement, WPP Media will lead media strategy while VML develops creative and digital marketing initiatives. The joint approach is designed to align brand storytelling with execution, generating stronger demand and customer engagement.

Alyssa Puketza, SVP and CMO, TruGreen: “Our mission is to make it easier than ever for homeowners to enjoy a lawn they’re proud of — and that requires connecting with consumers in smarter, more meaningful ways. WPP is the right partner to help us do just that. Together, we’ll maximize every dollar we spend, break through with bold ideas, and ensure TruGreen shows up in ways that are relevant, trusted, and impactful.”

A cornerstone of the expanded partnership is WPP Media’s Open Intelligence, an AI-powered data solution that leverages generative insights to anticipate consumer needs while protecting privacy. The tool is expected to help TruGreen reach new audiences with more personalized messaging and tailored brand experiences.

Alycia Mason, President, Midwest, WPP Media: “By working together as one integrated team, connected by WPP Open, we’re able to bring TruGreen the full breadth of our advanced data capabilities and creative excellence with the efficiency and innovation TruGreen demands as a leader in the marketplace.”

The partnership signals a push to set new standards for consumer engagement in the home services sector, combining TruGreen’s service expertise with WPP’s integrated marketing and AI-led innovation.

www.wppmedia.com

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