Dive Brief:
- After a review pitting WPP and Omnicom shops against each other, WPP may be losing some of its business from German software giant SAP to Omnicom.
- SAP is finalizing discussions with Omnicom's BBDO and PHD for creative services and media services — areas that WPP's Ogilvy and Mindshare currently handle.
- This move comes just months after SAP had talked to the Holmes Report about streamlining its marketing, branding, and public relations strategies.
Dive Insight:
It seems as if SAP's streamlining means to cut out ties with WPP, but so far it's all speculation. For brands, switching agencies is often the best way to get what you want, as a new agency may be able or willing to meet your needs — perhaps in an effort to win your business in some cases.