is poised to review its UK PR account for the first time in 11 years, putting incumbent firm Lewis PR on alert.

The review comes as the US business software developer 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.

The Holmes Report understands that Salesforce has held initial meetings with several UK tech PR firms, ahead of issuing a formal RFP. The account is thought to be worth upwards of £200K per year.

Lewis PR CEO Chris Lewis confirmed that his firm would defend its 11-year hold on the business. “It didn’t come as a surprise to us,” said Lewis. “We’ve worked with them since they were a company of 15 people. Over the course of 11 years it’s been a demanding and successful account to work on.”

“After 11 years it’s absolutely right for them to check out what it’s in the marketplace,” he added.

A representative declined to comment.