To confirm rumors and clarify earlier, not-quite-accurate reports, all of SAP’s business did officially move from WPP to Omnicom today after a full review.
More specifically, BBDO will now handle creative for the German software giant while PHD will handle media; Ogilvy and Mindshare previously had those accounts. An Omnicom spokesperson tells us that a list of agencies involved “at the outset” also includes RAPP, Critical Mass, FleishmanHillard, Siegel+Gale, GMR, and eg+–and that it will almost certainly evolve to include others over time.
Expect coming campaigns to stick to the “run” theme: in the release, CEO Bill McDermott writes that “Omnicom is the partner we believe gives us the strongest team and approach to scale [the ‘run simple’ movement] globally.”
As for the money involved, we’d call it “a lot”: back in 2012 SAP made headlines by promising to spend $450M over four years on “sustainable innovation and growth in the Middle East and North Africa (MENA) region” alone.