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Arnold Communications’ winning ways could not prevent SAP AG from awarding worldwide creative and media duties to Ogilvy & Mather.
Arnold, which last parted company with a client in 1998 when it was let go by Century 21, had handled SAP’s domestic ad chores. SAP America spent $10.5 million on ads last year in the U.S., according to Competitive Media Reporting.
Arnold’s recent wins–the national anti-smoking contract from the American Legacy Foundation and Royal Caribbean Cruise Line–should mitigate the loss.
Sources indicated that billings on the Ogilvy assignment are $100 million.
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