ASIA-PACIFIC – TAIWAN, September 5, 2012 – In an effort to step up its marketing strategies, Acer appoints former Omnicom Group Asia-Pacific chairman and CEO Michael Birkin as Chief Marketing Officer (CMO). The company also engages global marketing services firm Red Peak Group, where Birkin serves as chairman. Starting on October 1, 2012, Birkin will lead the global brand marketing team and report directly Acer’s chairman and CEO J.T. Wang.
According to Wang, “Our key objectives for Red Peak are to enhance Acer’s marketing strengths and help steer the existing company mindset.”
Marketing will come before R&D and design, Wang said. “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.”
Birkin is regarded as one of the world’s most respected brand strategists and marketing experts. During his career he 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 organization 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.
