SAP Consolidates Marketing Duties With Omnicom

Business software giant SAP said Tuesday that it has consolidated its global account for communications, advertising, media and other marketing services with Omnicom Group. The incumbent holding company on the account was WPP.

The Omnicom shops that will handle the business include BBDO, RAPP, PHD, Critical Mass, FleishmanHillard, Siegel + Gale, GMR, and eg+ Worldwide. Other shops within the holding company will likely take on SAP duties over time, an Omnicom rep said.

Global spending by the client wasn’t immediately clear. In the U.S. it spends and estimated $15 million to $20 million annually on ads.

"Omnicom's agencies delivered us a compelling, end-to-end vision for the next generation of the SAP brand," said Bill McDermott, CEO of SAP. "The 'Run simple' movement has limitless potential and Omnicom is the partner we believe gives us the strongest team and approach to scale it globally." “Run Simple” refers to the company’s marketing tagline.

"We are extremely pleased to have been selected by SAP to provide innovative marketing solutions," said John Wren, president and CEO, Omnicom Group. "We are dedicated to bringing together the best Omnicom resources around the world to help SAP tell a simple and powerful brand story across geographies, products and services."

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