Learning Care Group, the second-largest childcare provider in North America, has named independent marketing agency Wpromote its US media agency of record, following a competitive RFP process. The partnership will span media strategy, paid social, paid search, programmatic, and SEO.

Wpromote will draw from its proven track record of accelerating growth at the local and national level for clients like Equinox and Jiffy Lube to elevate Learning Care Group’s omnichannel media strategy, building a full-funnel media plan across the brand’s more than 1,075 schools and 11 unique brands including Childtime and La Petite Academy. The approach will combine consumer trends, performance data, and first-party audience data to guide the full customer experience, from acquisition through retention, to reach national and hyper-local audiences.

Learning Care Group and Wpromote discovered mutual benefits as they pursued a technology-centric transformation together. The innovation that powers the brand’s education and communication efforts will fuel Wpromote’s brand strategy for the network of community-oriented schools. The agency’s proprietary marketing intelligence platform Polaris will power a diversified media strategy for Learning Care Group that builds stronger connections between families and educators.

“We were drawn to Wpromote’s experience, and more importantly, results, driving growth for multi-brand clients at both a national and hyper-local level,” noted Joanna Cline, CMO of Learning Care Group, “Community is the foundation of our network of schools and their team truly understands the importance of an integrated approach that invites families in at the very beginning of their childcare search and continues to nurture that relationship as their family grows with us.”

“Celebrating family and community is a major part of the Wpromote culture, so having Learning Care Group join our roster of clients was a perfect fit,” Wpromote’s CEO Michael Mothner explained. “In today’s landscape, transparency and authenticity are essential to growth and our team understands how those factors are even more vital when it comes to choosing child care.”

The win of the Learning Care Group AOR comes on the heels of a wave of growth for Wpromote, including the recent hire of seasoned sales executive David Gensler as SVP, head of sales, joining with over 25 years of revenue growth leadership, most recently at marketing enterprise software company Basis Technologies.

Consulting firm Bajkowski + Partners oversaw the agency review and search process.