The move represents a consolidation of the business software maker’s entire media account with MindShare.
SAP’s online search and demand generation businesses were previously handled by Neo and Acronym. Other agencies involved were Avenue A, Digitas, MECi, iProspect and Acronym.
Globally, the account will be managed out of MindShare New York, while Singapore will take the lead in Asia-Pacific.
SAP global chief marketing officer Marty Homlish said SAP will expand its online presence this year (Media, 24 February).
