SAP names OMG as global agency of record

German multinational software corporate, SAP has named Omnicom Media Group as its global media agency of record according to reports. Last year, COMvergence estimates that the client spent $ 17 million on media.

The agency will service the client via a dedicated unit called 'North Star' comprising of resources across multiple network agencies. During the transition, incumbent agency PHD will continue to service the account. Talent from PHD will move to the North Star unit and continue working on the SAP account. 

The client's creative mandate is handled by BBDO, another agency part of Omnicom Media Group, since 2014.