SAP brings other PR shops to the table in agency reevaluation

WALLDORF, GERMANY: SAP, the global software company, has recently

completed what it called a "benchmarking process" to evaluate its PR

agency relationships.

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.

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