WagEd won't quit German PR scene

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

March.



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

strategy.



Heidi Sinclair, chairwoman of Burson's technology practice, pointed out

that SAP was consolidating its advertising globally with Ogilvy &

Mather.



Both Burson and O&M are part of WPP Group.



Over 40 WagEd staffers worked on the SAP account, the majority based in

the US.



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.



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