The independent Indianapolis agency has been named as Scotts LawnService AOR, overseeing its brand national advertising, including radio, print, out-of-home, direct mail and digital marketing. WPP’s Team Detroit handles planning for the account (since 2009) and ML Rogers handles creative for the brand’s MiracleGro line. Just last year, Young & Laramore was named national advertising partner for Stanley Steemer, building on the agency’s home services client portfolio, which also includes Angie’s List, Brizo Faucet and Peerless Faucet. Billings for this assignment are not being disclosed.
“We’re thrilled to be partnering with a great brand like Scotts LawnService, part of The Scotts Miracle-Gro Company’s family. Scotts is far and away the leader in the lawn and garden category,” said Tom Denari, president of Young & Laramore. “This win is a testament to our growing national brand portfolio and our ability to serve clients with a unique, insight-driven approach that can be applied across any marketing channel.”
“As we look to take Scotts LawnService to the next level, we were attracted to Y&L’s method to brand development and deep expertise in the home services category,” said Keith Baeder, vice president of marketing for Scotts LawnService. “We are excited to be partnering together.”