SAP Assigns Global Media Mandate To Omnicom Media Group

Omnicom Media Group (OMG) has been named media agency network-of-record for global software corporation SAP SE to support SAP Marketing’s global paid media planning and buying activities. The decision follows an extensive review in which OMG presented North Star, a customized media unit that draws talent, tools and technology from the entire OMG network as a solution to continue the acceleration of SAP’s unified customer and brand experience.

Supported by the Omni operating system, North Star enables innovative and meaningful end-to-end consumer experiences that drive better business outcomes.

Alicia Tillman, SAP Global Chief Marketing Officer noted, “This new relationship with Omnicom serves as another critical element to furthering SAP’s progress in becoming one of the 10 most valuable brands in the world. We are confident that OMG’s strategic capabilities, best-in-class tools and diverse, data led approach will help SAP continue to grow our brand value, modernize our marketing capabilities to deliver innovative experiences most meaningful to our customers and the broader markets we serve. Since 2016, we have grown our brand value over $18B and this new agency partnership will support our vision of executing in a more innovative, agile, flexible and efficient way for the continued benefit of our customers, stakeholders and for SAP’s global ecosystem.”

The current PHD team will continue to support SAP through the transition period, which should be complete by end of year 2020.

“This is a transformative moment for SAP, requiring a transformative approach,” said Florian Adamski, CEO, OMD Worldwide adding, “With North Star we’re expanding the foundation built by PHD over the past five years to create a re-envisioned solution: a totally connected, cross-agency operational network that enables a global vision for media while maintaining local specificity and execution; delivers a seamless experience across media and creative; and assures data flexibility and transparency, all of which are integral to a SAP’s growth strategy and long term vision.”