TruGreen Taps Publicis in Dallas

LOS ANGELES Publicis in Dallas has landed creative duties for lawn and landscaping company TruGreen following a review. Publicis Groupe sibling Optimedia in Dallas takes on planning and buying chores.

Kelley & Associates, Cordova, Tenn., the incumbent, could not be immediately reached for comment.
Last October, Publicis won TruGreen sibling company Terminix’s $30 million duties.
Rick Rogers, Publicis svp and group director, said that agency proposed “a new approach to change their business by adding definition to their products, adding media channels and using new marketing models between the field and headquarters.”

Mark Bateman, shop CEO, said, “Working with TruGreen is a great opportunity for us to leverage our vast knowledge and deep resources into a new, distinct category. We’re ready to begin creating contagious marketing initiatives for TruGreen that ignite conversation and deliver successful business results.”

The first work is expected to appear in the spring.
Memphis, Tenn., based TruGreen provides lawn, tree and shrub care, as well as landscaping services. The company spent less than $1 million on ads in 2007, per Nielsen Monitor-Plus.