SAP Launches A Call To Action For Business: "Run Better"

New Campaign by Ogilvy & Mather Celebrates
Successful Companies of all Sizes and Industries

NEW YORK, NY, October 5, 2010 – Ogilvy & Mather today announced the launch of a new brand campaign for SAP AG (NYSE: SAP), the world's leading provider of business software(*). The campaign showcases 29 of the 102,500 companies worldwide that are using SAP® software to run their businesses with greater efficiency, agility and profitability. 

Based on SAP's business strategy to help businesses of all sizes run better, the new multichannel campaign is aimed at further boosting awareness of the company, which has moved up five spots since 2008 in  Interbrand’s Best Global Brands study, currently taking 26th place in the prestigious global ranking. The campaign also supports the company’s goal of reaching 1 billion people using SAP® software by 2015.

The integrated effort, with a fast, cinematic style and music by American garage rock band The Mooney Suzuki, extols small, midsized and large businesses to "Run Better" – a proposition that is tied to the company’s tag line, "The Best Run Businesses Run SAP." The campaign microsite features in-depth stories from SAP customers Porsche, Lufthansa, Siemens, Discovery, Forbes, Lexmark, Skullcandy, Pinkberry and others.

"This campaign taps into today's economic reality that technology is driving revenue," explained Marty Homlish, global chief marketing officer at SAP.  "All companies are looking for solutions that will make them more competitive in the global marketplace.  With ‘Run Better,’ we are showing how some surprising companies are benefitting from better data and tools to run their businesses more profitably."

SAP will unveil "Run Better" with television, print and digital ads breaking on October 5 in the U.S., Brazil and Germany, and expanding to China on October 19.  The campaign places a heavy emphasis on rich video and online media with a new landing experience, as well as videos featuring executives at SAP customer sites who discuss how SAP software is helping them to run their businesses better.  Content tailored for mobile devices, smart phones, iPad and iPhone will also be featured in the effort. 
"By including stories of dynamic up-and-coming businesses as well as more established companies, we're reaffirming the simple message that any company looking for innovative ways to meet the challenges they're facing today, need to look no further than SAP," explained Josh Tavlin, group creative director at Ogilvy & Mather.

About Ogilvy & Mather
Ogilvy & Mather (, a subsidiary of WPP (NASDAQ: WPPGY), is one of the largest marketing communications networks in the world, with more than 450 offices in 120 countries, specializing in advertising, relationship and interactive marketing, public relations, sales promotion and related services.  

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SAP and all SAP logos are trademarks or registered trademarks of SAP AG in Germany and in several other countries. All other product and service names mentioned are the trademarks of their respective companies.

SAP Forward-looking Statement
Any statements contained in this document that are not historical facts are forward-looking statements as defined in the U.S. Private Securities Litigation Reform Act of 1995. Words such as “anticipate,” “believe,” “estimate,” “expect,” “forecast,” “intend,” “may,” “plan,” “project,” “predict,” “should” and “will” and similar expressions as they relate to SAP are intended to identify such forward-looking statements. SAP undertakes no obligation to publicly update or revise any forward-looking statements. All forward-looking statements are subject to various risks and uncertainties that could cause actual results to differ materially from expectations The factors that could affect SAP's future financial results are discussed more fully in SAP's filings with the U.S. Securities and Exchange Commission ("SEC"), including SAP's most recent Annual Report on Form 20-F filed with the SEC. Readers are cautioned not to place undue reliance on these forward-looking statements, which speak only as of their dates.

Contact: Toni Lee
Date: October 05, 2010
Office: Ogilvy & Mather New York