Ogilvy Gives SAP a New Rap

NEW YORK SAP, the German software firm, will launch a new round of print ads this week to reassure customers confused by threats of consolidation in the category.

A rep for the company said Oracle’s bid for PeopleSoft and PeopleSoft’s bid for J.D. Edwards has left a lot of customers confused. “Just in the last week our whole industry has shifted,” she said. “We just want to let customers know there’s an alternative.”

The ads, via Ogilvy & Mather, New York, will run in Thursday’s Wall Street Journal. The rep said the creative will not be drastically different from previous SAP ads, which mentioned partners like Nestle with the theme-line, “The best-run businesses run SAP.”

Spending for the effort was not available. SAP spent $15.1 million on measured media in 2002, per TNS Media Intelligence/CMR.