Omnicom Media Group named SAP Global Media AOR

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Omnicom Media Groups’ Cross-network North Star Unit will support SAP’s marketing and brand acceleration efforts. 

Omnicom Media Group, the media services division of Omnicom Group Inc. has been named media agency network-of-record for global software corporation SAP SE to support SAP Marketing’s global paid media planning and buying activities. The decision follows an extensive review in which OMG presented North Star, a customized media unit that draws talent, tools and technology from the entire 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.

Initiated by SAP Global Chief Marketing Officer, Alicia Tillman, this new relationship with Omnicom serves a critical element to furthering SAP’s progress. “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,” said Tillman.

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“This is a transformative moment for SAP, requiring a transformative approach,” says OMD Worldwide CEO Florian Adamski, who led the cross-network pitch team. “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 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 the end of the year 2020.

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