Performance Art, Interpublic Group’s (IPG) fast-growing data-driven creative agency, has been named digital agency for lawn and garden leader, ScottsMiracle-Gro.

The agency will support a variety of brands across the company’s lawn and garden portfolio including Scotts, Miracle-Gro, Ortho, and Bonnie. Working across the full digital ecosystem, the agency’s remit includes delivering brand content, paid and organic social, loyalty and CRM, as well as supporting the brands’ digital commerce, web, and app experiences – all with an eye for creating cohesive end-to-end brand experiences.

"We are in the midst of a revolution in lawn and garden. Consumers across America are reimagining their outdoor spaces like never before, and the number of people growing their own food is at an all-time high,” said Nick Bayne, group brand creative director at ScottsMiracle-Gro. “We need to continue to fuel that passion and providing inspiration across our digital properties is integral to that effort.”

Performance Art will begin working with ScottsMiracle-Gro immediately, as together they gear up for the important spring and summer seasons.

“ScottsMiracle-Gro has been supporting the green thumb community for decades, and we’re excited to sow the seeds for its next chapter,” said Andrea Cook, CEO of performance art. “Those millions of new gardeners who've entered the category during the past few years are now joining those of us who have long been passionate about our lawns and gardens. We’re eager to spark people’s curiosity, knowledge, and passion about celebrating all-things green and growing.”