PALO ALTO--VMware has shifted US PR duties to Hill + Knowlton Strategies following a competitive review.

H+K displaces incumbent agency OutCast, which declined to repitch for an account it had held for several years.

The decision to hire a new agency comes as VMware retools its marketing and comms functions, naming a new acting CMO and continuing its search for a global comms VP following the departure of Terry Anderson.

“We believe that H+K is the right agency partner to help us deliver our story to the market and to reach new influencers," said VMware senior director of influencer relations Joan Stone, who led the agency search.

"We were impressed with their deep corporate experience, their handle on the media landscape, their approach for storytelling and their relevant team experience, among other capabilities.” 

It is understood that H+K secured the account following a pitch against two other agencies, after an initial round that included more than 20 firms, ranging from boutiques to large players.