SAP has appointed South African-based PR and marketing agency, Hook, Line & Sinker (HLS) to manage both internal and external communications for its global Corporate Social Responsibility (CSR) team. HLS will develop and oversee the CSR communications strategy to heighten awareness and educate more than 104,000 employees across 140 countries about the brand’s mission of accelerating social enterprises, building future skills, and collaborating for sustainability.

SAP is the market leader in enterprise application software, helping companies to run at their best, with 77% of the world’s transactions touching an SAP system. SAP has more than 200 million cloud users, making it the largest cloud portfolio of any provider. The brand’s CSR vision supports this to help ensure that everyone can take part in and benefit from today’s digital world.

Over and above strategy formulation and rollout, HLS will develop regular content and articles for the tech giant’s global platforms and networks. The integrated agency will also highlight the brand’s 10-year anniversary for its biggest employee volunteering program, the SAP Social Sabbatical, and manage the overall production and delivery of SAP CSR’s 50-page annual e-Book which highlights flagship initiatives and their positive impacts across the globe.

To date, SAP CSR has positively impacted more than 7.2m lives, engaged +20k employees in volunteering activities, and supported more than 20k social enterprises worldwide.

“Innovation and education belong to all of us,” says Alexandra van der Ploeg, Head of Corporate Social Responsibility at SAP. “But with the pandemic, rapid climate change, and other mounting inequalities, equitable access to opportunities does not exist. The SAP CSR team, together with our communications partners at Hook, Line & Sinker, is excited to tell our key audiences and stakeholders across the globe about our positive work and long-term social impact in creating equitable access to economic opportunity, education & employment, and to a green economy.

Adam Hunter, Head Honcho at Hook, Line & Sinker concludes, “When passion meets purpose, great things can happen. For the past 50 years, SAP has guided organisations to become intelligent, sustainable enterprises. We are honoured to manage global CSR communications for the world’s number one cloud company. In true SAP spirit of improving peoples’ lives and making the world run better, we look forward to further amplifying SAP CSR’s collective efforts in solving social issues and triggering systemic change through innovation.”

For more information about Hook, Line & Sinker (HLS) and the award-winning integrated communications services it delivers across the globe, visit or join the conversation on Facebook, Twitter, LinkedIn and Instagram.