TruGreen Awards Media Business to WPP, Deepening Strategic Partnership

Lawn care leader to partner with WPP Media and VML, leveraging integrated AI solutions

New York, NY – TruGreen, the nation’s leading residential and commercial lawn care company, is expanding its collaboration with WPP, a leading media and marketing services company. Together, they will accelerate innovation in media, data, and technology — ensuring the brand connects with consumers in smarter, more impactful ways.  

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 — to strengthen TruGreen’s consumer connections, accelerate growth, and deliver unparalleled value to homeowners nationwide.  

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. Together, the integrated approach aligns TruGreen’s creative vision with media execution — driving demand, building brand awareness, generating leads, and delivering stronger business outcomes.  

“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,” said Alyssa Puketza, SVP and CMO 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 solution. By utilizing generative insights to predict audience and consumer needs while protecting consumer privacy, Open Intelligence will enable TruGreen to reach new audiences while also delivering more personalized messaging and resonant brand experiences.    

“This is a partnership that demonstrates the full power of our integrated creative-media model across WPP,” said 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.”    

Working together, the partnership between TruGreen, WPP Media, and VML is set to bring the value of TruGreen’s unmatched lawn care services to households across the US and set new standards for effective consumer engagement.