TruGreen expands partnership with WPP marketing company

TruGreen, which ranks No. 3 on Lawn & Landscape's Top 100 list, is expanding its collaboration with WPP, a media and marketing services company.

The company has selected WPP Media as its media agency of record and is expanding its existing relationship with WPP creative agency, VML. The partnership will deliver integrated creative, media and marketing solutions powered by the company’s AI-enabled marketing platform, WPP Open.

As part of the expanded partnership, WPP Media will lead TruGreen’s media strategy while VML will focus on building a more connected brand and customer experience through creative and digital marketing.

“At 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,” says Alyssa Puketza, senior vice president and chief marketing officer of TruGreen. “WPP is the right partner to help us do just that. Their team brings world-class expertise in data, media, and creativity, paired with a deep understanding of how to reach people where they are today. 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. This partnership is about more than buying media — it’s about building stronger connections with our customers and fueling our growth for years to come.”

A cornerstone of this new engagement is Open Intelligence, WPP Media’s proprietary AI-powered data tool that generates insights to predict audience and consumer needs while protecting consumer privacy.

“This is a partnership that demonstrates the full power of our integrated creative-media model across WPP,” says 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 and scale of our advanced data capabilities and creative excellence with the efficiency and innovation TruGreen demand as a leader in the marketplace.”