Technology firm VMWare ramps up global PR offering as it hires new agencies

Tech company VMWare has overhauled its global PR stra­tegy, hiring a slew of new agencies as it attempts to persuade businesses of the merits of 'virtualisation'.

Multitasking: VMWare systems
Multitasking: VMWare systems

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 In the US, Fleishman-Hillard has been replaced by OutCast Communications.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.

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