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OutCast Supplants Porter Novelli on EMC PR

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BOSTON Following a review, data storage company EMC has selected OutCast Communica-
tions as its lead public relations agency. OutCast worked for VMWare, a software concern EMC acquired in January.

"It was the combination of a strong team and strong software experience; their intelligence, determination, energy and creativity left us with no doubts," said Anne Pace, EMC corporate PR manager, of the agency's selection.

The independent shop in San Francisco takes over for Omnicom Group's Porter Novelli, which worked with EMC for the past decade. "We did participate in the review, but decided, in conjunction with EMC, to part ways prior to a decision on a new agency," said Steve Jursa, a senior partner at Porter Novelli. "We will support EMC through a transition that will end later this month." No layoffs are planned, he added.

The Hopkinton, Mass.-based client's PR budget is estimated in the mid-six figures. The company has been growing of late, as it also acquired Documentum and Legato Systems in recent months. The PR review was undertaken in large part to consolidate chores for the combined company with a single shop [Adweek Online, May 3].

Ad chores for EMC are handled by Boston-based Interpublic Group agency Hill, Holliday, Connors, Cosmopulos.

—Adweek staff report