"TruGreen Transfers $61 Million Media Business to WPP, Strengthening VML's Partnership"
WPP Media Secures TruGreen Partnership and Expands Relationship with VML
In a significant move, TruGreen, the nation's largest lawn care company, has appointed WPP Media as its media agency of record. This decision comes after WPP Media's recent win of Mastercard's $180 million global media account, adding to its momentum.
The partnership between TruGreen and WPP Media is not just about media buying. It's about building stronger connections with customers and fuelling growth. Alyssa Puketza, SVP and CMO at TruGreen, stated that WPP Media's integrated offering was a key factor in the decision.
WPP Media's integrated approach, including their AI-powered marketing platform WPP Open, has been highlighted by Alycia Mason, president of WPP Media Midwest, in the context of the TruGreen partnership. This holistic solution bridges creative and media, providing a comprehensive approach to content marketing.
The integrated partnership between WPP Media and VML is also expanding. VML's scope with TruGreen has been extended to include performance marketing, brand sponsorships, web, and SEO. This move is a result of the expanded media partnership with WPP Media.
TruGreen serves more than 2.3 million residential and commercial customers nationwide. The company is also expanding its relationship with creative agency VML, creating an integrated partnership that will help strengthen its position in the market.
It's worth noting that Cindy Rose has officially taken over as WPP CEO, succeeding Mark Read. Rose took office on Monday, September 1, 2025.
The incumbent on the business was Tinuiti. However, the paragraph does not provide any new information about TruGreen's total media spend or the number of customers it serves. According to estimates by COMvergence, TruGreen's total offline and digital media spend is $61.1 million.
This partnership is a testament to WPP Media's growing influence in the industry and its commitment to providing innovative solutions for its clients. As the company continues to expand its offerings and secure high-profile accounts, it's clear that WPP Media is a force to be reckoned with in the customer-focused media landscape.
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