has handed its six-figure UK PR account to Nelson Bostock, after 11 years with Lewis PR.

The US business software developer called the review earlier this year, as revealed by the Holmes Report. It is understood that Nelson Bostock prevailed following a pitch that featured several tech PR firms, for an account worth an estimated £200k. EMEA senior PR manager Fiona Williams confirmed the decision, which comes as the company accelerates its transformation from a CRM player to a company focused on providing cloud computing solutions.

Salesforce has made numerous acquisitions in recent years, including a recent $800m deal for social enterprise firm Buddy Media, and last year’s purchase of social listening platform Radian6.

Deals like those have helped Salesforce integrate a range of social and mobile services within its cloud-based suite of sales and business-management software. At the same time, the company has also looked to improve its consumer appeal, most notably through a high-profile Superbowl campaign.