SAP Consolidates at MindShare

NEW YORK Business software giant SAP has consolidated its online and offline global media account at WPP Group’s MindShare after a review, the client has confirmed.

MindShare has been the incumbent on the client’s traditional offline planning and buying since 1999. It retains that business while picking up the digital and direct response portions of the account.

The winning pitch was led by MindShare Interaction, which likely signals that the client will spend more on digital media as part of its future marketing efforts, sources said. The new agreement takes effect in the first quarter of 2008.

Other incumbents included Neo@Ogilvy and Acronym.

SAP spent about $40 million in U.S. measured media in 2006, per TNS Media Intelligence. Global spending could not immediately be determined.

John Montgomery, who heads MindShare Interaction, led the winning pitch, and the global SAP account will be handled out of the shop’s New York office, jointly serviced by traditional MindShare and Interaction staffers, the agency said.

Founded in 1972, SAP is a leading provider of business software for all types of industries. The publicly traded company has a market capitalization of $65 billion and claims over 41,000 customers worldwide. It is based in Walldorf, Germany.