LONDON— has called in FleishmanHillard to support its public relations across EMEA, following the arrival of new comms lead Stacey Torman earlier this year.

Torman, who worked with Fleishman at her previous role as Avaya's comms head, told the Holmes Report that the agency would work in conjunction with Salesforce's existing local PR firms. 

Currently, Salesforce retains Nelson Bostock in the UK, Rumeur Publique in France, Hill + Knowlton Strategies in Germany and DLJ in the Netherlands.

Fleishman takes on the newly-created Salesforce brief for the software company's 2015 fiscal year, after serving an initial three-month trial period. The account will be led by technology director Sophie Scott.

Torman noted that Salesforce aims to "grow conversations" around its cloud model, focusing on the company's benefits and differentiation. "We have so many customers in the UK and Europe that have gotten real business advantages by using Salesforce — and FH's job is to help us tell that story well."

According to Salesforce CEO Marc Benioff, Europe is the company's fastest-growing region, increasing revenues by 38% during its 2013 fiscal year. Salesforce is set to open its first European data center in the UK this year.

Fleishman's hire comes after Salesforce switched US PR agencies, hiring Nectar and parting ways with H+K and Shift Communications.