OutCast wins VMware business back

PALO ALTO: VMware has returned its PR business to OutCast Communications, less than a year after the agency lost the account.

PALO ALTO: VMware has returned its PR business to OutCast Communications, less than a year after the agency lost the account.

Aaron Feigin, VMware's head of global communications, confirmed the win. “For all intensive purposes, I view this as a new relationship,” he noted via e-mail.

“In our recent process for selecting an agency, we applied three filters: craft, team, and domain,” he said. “OutCast excelled in all three.”

OutCast battled against its sister Next Fifteen agency Bite Communications for the seven-figure business, according to industry sources. Bite was not immediately available for comment. Caryn Marooney, a founder of OutCast, said the agency was “excited” to be working with VMware again, calling it “an amazing opportunity.”

“VMware has it all, and is driving a next phase of computing,” she said.

VMware enlisted Fleishman-Hillard as its US AOR in January, moving the account from OutCast. Kristin Hollins, SVP at Fleishman, previously told PRWeek that her agency would support VMware through the review , but declined to participate.

VMware named Feigin head of global communications in May and tasked him with with integrating the company's communications function and retooling its message. He previously told PRWeek that he plans to revamp VMware's PR strategy by having the communications team work more closely with other departments and focus less on product features in its messages.

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