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Acer step ups marketing, appoints new CMO

Michael Birkin, CMO, Acer

To strengthen Acer’s global marketing organisation, Acer will engage Red Peak Group, a global marketing services firm, and appoint Red Peak Chairman Michael Birkin as Acer’s CMO.

This strategic move is aimed at strengthening Acer as a marketing-oriented company, it was reported.

Red Peak will assign Birkin and other Red Peak members to perform related marketing functions and services for Acer. And as CMO, Birkin will lead the global brand marketing team, and report directly to Acer’s chairman and CEO, commencing October 1, 2012.

According to Acer Chairman and CEO, J.T. Wang, “Our key objectives for Red Peak are to enhance Acer’s marketing strengths and help steer the existing company mindset. In the product development stages, we will place marketing ahead of R&D and design. Our precise understanding of customers’ needs will lead the way in products and services development. We will build an end-to-end marketing environment and enhance our marketing-oriented mindset,” said Wang.

Birkin has served as the CEO of Interbrand Group, the brand consultancy, and worked in various capacities at Omnicom, the global advertising and marketing communications services group. In 2010, Birkin founded the Red Peak Group, a marketing services company with offices in New York, London and Los Angeles, offering a full range of services including brand consulting and design.

In addition to the marketing organisation and personnel changes, the incumbent CMO Walter Deppeler, has been assigned to lead a newly established marketing committee as Chairman, responsible for integrating Acer’s global branding and marketing strategy.

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