SAP is the world's leading provider of enterprise application software. It is also the overall #3 across all software segments after Microsoft and Oracle, and the only major developer still headquartered outside the US. Virtually all core software products are marketed under the uniform SAP brand, but adapted for different client industry sectors. The company has bolted on a series of separately branded ancillary services and expanded its global footprint, especially in the US, with a series of acquisitions. These have intensified an already bitter rivalry with Oracle. That battle reached a new peak in 2010 when Oracle claimed that employees of one of SAP's US subsidiaries had hacked into the American company's servers to steal customer details. Oracle won the subsequent lawsuit. The two companies remain bitter rivals, expanding their competition into new areas such as cloud computing and real-time analytics. Among SAP's numerous recent acquisitions is US travel and expense management specialist Concur Technologies. Others include Hybris, Ariba and SuccessFactors. SAP's revenues for 2015 reached a record €20.8bn. Bill McDermott is CEO. The company was formed in 1972 by five executives from IBM Germany, initially to produce financial accounting systems under the name Systeme, Anwendungen, Produkte in der Datenverarbeitung (or Systems, Analysis and Products in Data Processing). Hasso Plattner is the last of SAP's five founders to maintain a role at the group, now as chairman of the supervisory board, and is also the group's biggest shareholder with an 8% stake. Adbrands no longer profiles this company but subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.
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Capsule checked 23rd June 2016
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Adbrands Weekly Update 5th Oct 2017: Ads Of The Week: "Let's Do This". Clive Owen, clearly an actor with multiple undiscovered talents, turns on the charm in a busy and immensely entertaining film from BBDO New York for business software developer SAP. This isn't exactly breaking any moulds - Cisco have been doing similar types of ads for several years, most notably with Goodby Silverstein and another Brit actor on down-time, Ewan McGregor. However, this spot is engaging and may certainly get potential clients thinking about giving SAP a call. And who knew Clive Owen did light comedy so well?
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