EMC selects new AOR

HOPKINTON, MA: In the midst of changing its business model, EMC has also changed PR agencies.

HOPKINTON, MA: In the midst of changing its business model, EMC has also changed PR agencies.

After working with Porter Novelli for nearly nine years, it has selected San Francisco-based OutCast Communications as its new AOR.

EMC previously only sold hardware for storing data. It is now also offering software and services to manage and retrieve the data. It is predicting 30% growth this year to make it an $8 billion company.

"This companywide transformation goes beyond our recent acquisitions" of VMWare, Legato Software, and Documentum, said Mark Fredrickson, VP of corporate communications.

With those recent acquisitions helping move the company beyond hardware into software and other information management services, the company decided to look at its PR needs, not because it had to, Fredrickson said, but because it wanted to.

"It was a healthy thing for us to do," said Fredrickson, adding that PN did a terrific job during its nine years.

PN enjoyed a long and successful relationship with EMC, and both companies collectively decided to part ways, said Steve Jursa, PN's global tech practice leader.

To manage the EMC account, OutCast will open an office in New York or Boston, said agency partner Caryn Marooney. She said eight to 10 staff members will initially work on the account, split between its San Francisco headquarters and the new outpost.

"As we look at it, they are the absolute leader in their space, and we will work to define that and lead that," said Marooney. "They have the industry leading hardware. Now they have the industry leading software. People just don't know it yet. They are creating a new space as they move beyond hardware, and that's an exciting thing to be a part of."

Said Fredrickson: "We're delighted with OutCast. They were the underdog, without question. But we were impressed with the depth of knowledge from their team, from the senior staff on down. And they have the energy of a startup."

Fredrickson added that rarely has he encountered an agency that gets higher marks from reporters and other tech companies than OutCast.

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