Cloud computing giant EMC Corporation has handed its North American PR duties to Access Communications, ending its eight-year relationship with the OutCast Agency.

The review involved agencies on both US coasts, however, OutCast opted not re-pitch to retain the business. Last year, Outcast parted ways with EMC subsidiary (and also long-time client) VMware when that business shifted to Hill + Knowlton Strategies. The corporate communications for both companies are handled independently. Edelman, which worked on a portion of the business, did participate in the review.

Access Communications will manage both corporate and product PR for EMC. The Ketchum-owned shop got its legs in the tech sector but in recent years has taken on more pure-play consumer brands like Peet's Coffee and Annie's Organics.

"Access will be providing strategic counsel and execution support across public relations, executive communications and thought leadership initiatives," says Dave Farmer, senior director of PR at EMC.

EMC reported 2013 revenues at $23.2 billion — a 7% year-over-year increase.