SAP Consolidates with Burson-Marsteller
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SAP Consolidates with Burson-Marsteller

SAP, the world’s fourth largest software company, has become the latest large technology company to consolidate its public relations business, selecting Burson-Marsteller as its agency of record.

Paul Holmes

PALO ALTO—SAP, the world’s fourth largest software company, has become the latest large technology company to consolidate its public relations business, selecting Burson-Marsteller as its agency of record. B-M replaces Waggener Edstrom, which handled the largest part of the German company’s PR business in the U.S.
 
The account was described as a “big win” by B-M, which suffered as major loss earlier in the year when Sun Microsystems pulled its business, also in a consolidation. The account will be led by Heidi Sinclair, head of Burson’s technology practice, based in Los Angeles.
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