OMG is SAP’s Global Media AOR

30 Jul,2020

By A Correspondent


Omnicom Media Group (OMG) has been named media agency network-of-record for global software corporation SAP.. The decision follows an extensive review in which OMG presented North Star, a customised media unit that will draw talent, tools and technology from the entire Omnicom Media Group network  as a solution to continue the acceleration of SAP’s unified customer and brand experience.  SAP’s media business has been with OMG’s PHD Worldwide since 2015.


Said SAP Global Chief Marketing Officer Alicia Tillman in a communique: “We are confident that Omnicom Media Group’s strategic capabilities, best-in-class tools and diverse, data-led approach will help SAP continue to grow our brand value, modernize our marketing capabilities to deliver innovative experiences most meaningful to our customers and the broader markets we serve,” adding: “Since 2016, we have grown our brand value over $18B and this new agency partnership will support our vision of executing in a more innovative, agile, flexible and efficient way for the continued benefit of our customers, stakeholders and for SAP’s global ecosystem.”


Added OMD Worldwide CEO Florian Adamski: “This is a transformative moment for SAP, requiring a transformative approach. With North Star we’re expanding the foundation built  by PHD over the past five years to create a re-envisioned solution: a   totally connected, cross-agency  operational network that enables a global vision for media while maintaining local specificity and execution; delivers a seamless experience across media and creative; and assures data  flexibility and transparency –  all of which are integral to a SAP’s growth strategy and long-term vision.”


The current PHD team will continue to support SAP through the transition period, which should be complete by end of year 2020.



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