The Ogilvy group has won $100m (&£62m) of business from German software manufacturer SAP after it decided to consolidate its media and creative account following an approach by the agency.
The business was handed to Ogilvy following a pitch also involving the agency’s UK direct marketing arm ROCQM, which has handled SAP’s UK account for four years.
SAP has spent &£2.5m in the UK last year (AC Nielsen-MEAL).
ROCQM chief executive officer John Caswell says: “My partner Tony Bishop and I were part of the pitch team in New York. We are delighted we have been able to effect the integration of the account into one group.”
SAP’s worldwide account was previously handled by several agencies, including Arnold Communications in the US.
It is believed the German company wants to achieve a similar relationship with Ogilvy & Mather as that which exists between the agency and US peer IBM.
IBM is one of SAP’s partners – much of SAP’s software being compatible with IBM products.
Caswell denies there is a conflict of interest in handling both accounts.
A source says: “SAP is a solid IBM partner, and a good one.”
SAP was unavailable for comment as Marketing Week went to press.