TruGreen, by many industry accounts the largest provider of lawn care service in America, has named WPP’s VML as lead creative and social agency.  

VML is charged with reimagining the lawn care business to grow TruGreen’s customer base and strengthen brand identity.   

VML was selected by TruGreen after Kurt Kane joined the company as President and Chief Executive Officer.   

Prior to his role at TruGreen, Kane served as U.S. President & Chief Commercial Officer and EVP, Chief Concept & Marketing Officer at the Wendy’s restaurant chain. At Wendy’s he led the development of a new brand positioning and purpose driven advertising that reversed declines in 21 key brand equity metrics.   

Kane, alongside TruGreen’s Chief Marketing Officer, Alyssa Puketza, has indicated that a priority is reshaping the company’s marketing approach to drive a deeper emotional connection with consumers.  

By partnering with VML, TruGreen aims to elevate its brand presence, tapping into a more modern and engaging narrative that resonates with today’s homeowners.    

“VML has listened, learned, and shown our team that they have a true understanding of forward-thinking brands like TruGreen,” stated Kane. "Their overarching strategy, capabilities and ability to develop disruptive creative at scale will take our brand to a whole new level.”   

Jen McDonald, Chief Client Officer, Americas at VML, added, “We want to change the perception that a well-maintained lawn is a luxury, and instead position TruGreen as the trusted partner that can deliver the best science-based lawn care in the industry.”    

A new brand campaign will launch in early 2025. In the near term the agency is evolving the client’s social voice and devising a new engagement strategy. It's also enhancing TruGreen’s PGA sponsorship through content with Jason Day and popular TruGreen rep, Jesse. VML is creating a campaign to keep the brand top of mind promoting fall services that will give consumers a lush green lawn in the Spring.   

TruGreen also works with VML sibling AKQA as their lead web agency and independent agency Tinuiti as its lead paid media partner.