Brands2Life, Band & Brown and OutCast Communications have all landed briefs with VMWare following a major review of its EMEA PR operation, which spans 17 countries and wields a seven-figure budget.
VMWare leads the rapidly growing field of companies providing technology that allows businesses to run multiple operating systems and applications on the same physical computer.
As its seeks to step up its PR, the $2bn company has jettisoned seven-year incumbent AxiCom, which previously handled the bulk of the region, including the UK. It is believed that Axicom, however, is repitching for the business in several individual European markets.
Instead, Brands2Life has been appointed for the UK, while Band & Brown will oversee the pan-European business. In the US, Fleishman-Hillard has been replaced by OutCast Communications.
The moves follow the appointment of a new comms leadership team at VMWare earlier this year. The UK-based Sandrine Leroux-Graves arrived to take charge of EMEA in April, followed by V-P of global comms Aaron Feigin in May.
Under Feigin, previously separate comms functions, including PR, PA and investor relations, have now been integrated.