WALLDORF, GERMANY: SAP, the global software company, has recently
completed what it called a "benchmarking process" to evaluate its PR
SAP has retained Waggener Edstrom as agency of record for the past six
years, and also has other local agency relationships around the
Herbert Heitmann, SAP's VP of global corporate communications, said that
no changes had been made to any PR agency relationships at this
"The benchmarking has just been finished," he said.
The company did not issue an RFP, but spoke to an undisclosed number of
major firms before meeting with three agencies in Walldorf, "in a formal
WagEd was among those included in the formal sit-down, according to an
SAP spokesperson, who asked not to be named.
"We had a benchmarking process that meant we were looking at our
relationships, as well as trying to get a feeling for other offerings in
the market," the spokesperson said, "to examine other 'best of class'
The spokesperson said that this was not considered an agency review, and
that all the participating agencies knew it was a benchmarking
Last month, SAP adjusted its full-year earnings expectations down to 15%
growth from 20%.
"Recently, we have seen significant changes in the software market,
mainly in the US, with customers and prospects postponing decisions on
software purchases," said Hasso Plattner, SAP's co-chairman and CEO, in
the announcement. WagEd declined to comment for this story.