Lawn care company TruGreen has named WPP Media as its new media agency following a review, the companies have confirmed. TruGreen previously worked with Tinuiti on its media efforts. 

According to the companies a key element in the new arrangement is Open Intelligence, WPP Media’s proprietary data solution that predicts audience and consumer needs. The idea is to reach new audiences for the lawn care firm and deliver more personalized messaging and brand experiences.   

The company spent an estimated $61 million on measured media last year according to COMvergence. 

In addition to hiring WPP media, TruGreen is expanding its relationship with sibling agency VML which will “focus on building a more connected brand and customer experience through creative and digital marketing,” the firms stated in their announcement. 

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

TruGreen says it’s the biggest lawn care company in the U.S. with over 2.3 million residential and commercial customers across all 50 states, with a mix of company-owned and franchised locations.  

The appointment is the second recent win for WPP Media, which won the estimated $180 million Mastercard global assignment in August.