The development represents a consolidation of media duties, given MindShare’s existing hold on SAP’s global offline business. The agency will now handle SAP's search and demand generation business, displacing incumbent Acronym.
Globally the account will be managed out of MindShare's New York office, while Singapore will take the lead in Asia-Pacific. The transition to MindShare's local offices is expected to take place immediately.
MindShare saw off Avenue A, Digitas, MECi, iProspect and Acronym before meeting sister shop Neo in the final round. The pitch began in mid-January and was run by SAP campaign manager Lauren Bachenheimer.
