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Software giant SAP has selected Omnicom Media Group as its global media agency of record.
Omnicom will service the client through a dedicated North Star unit comprising resources across multiple media agencies. Omnicom Media Group’s PHD was the incumbent agency and will continue servicing the account for an interim period. Some talent from PHD will continue to work with SAP as part of the North Star unit. Omnicom agency BBDO has served as SAP’s creative agency of record since 2014 following a review that also sent media to PHD.