VMware seeks PR Agency of Record

Steve’s breakdown: From their website: “VMware . . . the global leader in virtualization and cloud infrastructure, delivers customer-proven solutions that accelerate IT by reducing complexity and enabling more flexible, agile service delivery.” Maybe their PR should be a little less complexing!

PALO ALTO, CA: Software maker VMware is reviewing its US PR AOR account.

Next Fifteen-owned The OutCast Agency is the incumbent. A VMware spokesperson said the company invited OutCast to re-pitch for the business. However, the agency elected not to participate in the review, according to an OutCast spokesperson.

The company spokesperson declined to disclose further information about the review process.

VMware returned its PR business to OutCast in 2009, less than a year after the agency lost the account to Fleishman-Hillard. Fleishman did not re-pitch for the business when it went up for review.

At the time, the account was valued in the seven-figure range.

VMware provides virtualization and cloud computing software. The company, which is majority owned by storage vendor EMC, reported $4.61 billion in revenue last year and serves more than 500,000 customers globally.

Last month, EMC and VMware spun off a data and cloud computing venture called Pivotal with 1,250 employees from both companies. Former VMware CEO Paul Maritz is leading the new company, into which General Electric invested $105 million.

Earlier this year, VMware said it would cut about 7% of its workforce as it attempts to streamline its business.


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