Brownstein Group (BG) has been selected as brand strategy and creative agency of record for TruGreen, the largest provider of lawn services in the country. Following a competitive nationwide search, TruGreen selected BG as its strategic partner to help grow business through best-in-class customer service and innovative digital solutions.

Based in Memphis, Tennessee, TruGreen operates 260 branches and 35 franchise locations across the United States and Canada, offering a comprehensive set of lawn care services to more than 2.4 million residential and commercial customers. The company sought a partner that could reposition the brand and personalize the customer experience using cutting-edge digital engagement strategies to drive engagement and expansion.

“We sought an agency that could understand our audience, develop and test value propositions, and bring bold, creative ideas that will drive business growth,” said Anthony Conversa, TruGreen’s chief growth officer. “We have ambitious goals, and Brownstein Group demonstrated its ability to not only deliver across all our needs, but to pivot with us as we spearhead a customer-centered transformation of the lawn care business.”

To support the company’s growth trajectory, BG will help TruGreen zero in on service offerings to motivate loyal and prospective clients. Following extensive customer and brand research, BG will provide ongoing leadership on national marketing initiatives with integrated services including advertising, digital and public relations. Brand campaigns will leverage paid, owned, and earned media — as well as the use of AI technology — to maximize TruGreen’s reach and elevate customer experiences.

“Brownstein Group will work alongside the TruGreen team as an extension of their business, building upon their trade expertise with our creative talent, strategic approach, and research capabilities,” said Marc Brownstein, President and CEO of Brownstein Group. “Bold and strategic thinking is key to navigating today’s constantly shifting retail and service economies. Through this multiyear, national partnership, we’ll address modern business challenges and collaborate with a category leader to reimagine not just its marketing program, but its product suite and customer experience.”