National residential and commercial lawn care brand TruGreen has named WPP Media to handle its media services account, expanding a preexisting creative relationship with WPP's VML unit.
Billings
were not disclosed and the incumbent media agency was Tinuiti.
In a statement, the companies said WPP Media's proprietary, AI powered "Open Intelligence" platform was a "cornerstone" for the
media assignment.
"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," they stated.