LAKE OSWEGO, OR: Waggener Edstrom has no plans to lay off staff or
to close its office in Germany, despite losing the giant SAP account to
Burson-Marsteller last month.
WagEd, which held the SAP account for six years, is wrapping up the SAP
business, and expects to complete the core business work by the end of
SAP, headquartered in Frankfurt, decided to change agencies following
what it called a "benchmarking" process held late last year. The company
met with three PR firms, including WagEd, to evaluate its PR
Heidi Sinclair, chairwoman of Burson's technology practice, pointed out
that SAP was consolidating its advertising globally with Ogilvy &
Both Burson and O&M are part of WPP Group.
Over 40 WagEd staffers worked on the SAP account, the majority based in
Separately, WagEd has just opened an office in New York City, co-led by
SVP Keith Lindenburg, formerly an EVP at The Weber Group, and WagEd SVP
LeeAnne French. Jonathan Yarmis, VP of enterprise strategies, completes
the initial core team.