VMware reviews agencies for US support

PALO ALTO, CA: VMware is reviewing PR agencies six months after closing an earlier review.

PALO ALTO, CA: VMware is reviewing PR agencies six months after closing an earlier review.

Mary Ann Gallo, director of global PR for VMware, confirmed that the company is reviewing “a few firms” for PR support in the US. She said that the process is still under way and no selection has been made.

It enlisted Fleishman-Hillard as its US AOR about six months ago, when the agency won the business from OutCast Communications.

“Fleishman Hillard will support VMware through this transition, but we declined to participate in the latest agency review, “said Kristin Hollins, SVP at Fleishman-Hillard and the VMware account lead.

Just last month, VMware named Aaron Feigin head of global communications. He was tasked with integrating the company's communications function and retooling its message. Feigin 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. At the same time, he had said Fleishman was "the agency here and in the best position to continue."

“We want VMware's story to be more in align with our customers' long-term goals,” he said at the time.

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