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.