OMG’s media and communications agency PHD has been awarded the global media strategy, planning and buying duties for enterprise software conglomerate SAP, including the Middle East region. The move comes after SAP announced that it was consolidating its global communications business with Omnicom Group, including all advertising, media and other marketing activities.

Speaking on the global announcement, Bill McDermott, CEO of SAP, says in a statement: “Omnicom’s agencies delivered us a compelling, end-to-end vision for the next generation of the SAP brand. The ‘Run simple’ movement has limitless potential and Omnicom is the partner we believe gives us the strongest team and approach to scale it globally”.

“SAP is a dynamic and innovative organization that helps companies and industries to operate more effectively,” adds Elda Choucair, managing director of PHD UAE. “As such, they share a lot of the same vision and goals as PHD. We look forward to collaborating with them on new campaigns, for global initiatives, as well as those specific to the region, and thereby create tangible business results for SAP by helping communicate more effectively.”