Data analytics giant SAS has appointed McCann Worldgroup as its first global marketing agency following a competitive pitch, as part of the company’s major expansion plans.
The company can trace its roots back to 1966, when a consortium of eight American universities came together under a grant from the US National Institutes of Health to analyze agricultural data. The resulting program, the Statistical Analysis System, gave SAS both the basis for its name and its corporate beginnings.
Having expanded into business intelligence, data management, marketing, fraud and security and artificial intelligence, SAS now employs over 14,000 people with revenues of $3.27bn.
The company’s software is installed at more than 83,000 business, government and university sites in 147 countries, with 92 of the top 100 companies on the 2018 Fortune Global 1000 being SAS customers, including HSBC, Nestle, Honda, Allianz, and Lufthansa.
Last month, SAS signed a global deal with Microsoft, making SAS’ analytical products and industry solutions available on Microsoft Azure.
SAS senior vice-president and head of marketing Jennifer Chase said: “For more than 40 years, we have let the power of our analytics and AI solutions speak for themselves through the incredible work of our customers around the world.
“As we look toward a future of delivering analytics everywhere for everyone, it’s the right time to tell our own story in a bold way. McCann quickly understood the essence of our brand and will help us connect with a larger global audience in meaningful creative ways.”
The account, which will be handled by McCann and MRM, will include development of a global campaign, highlighting the company’s ability to help organisations in their digital transformations through analytics software and services.
McCann North America president Devika Bulchandani said: “SAS is the dominant global force in analytics, and we look forward to working with them to tell a story that we don’t think the public knows – a bold, meaningful narrative about one of the world’s most exciting and innovative organisations and cultures.”
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