In a move to energise and strengthen Acer‘s global marketing efforts, Acer is engaging Red Peak Group, a global marketing firm and appointing Red Peak Chairman Michael Birkin as Acer Chief Marketing Officer (CMO).
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As CMO, Birkin will spearhead the global brand marketing team, and report directly to Acer’s chairman and CEO as of October 1, 2012.
The move is set to enhance Acer’s marketing strengths and help steer Acer towards a more marketing-oriented company.
Birkin is regarded to be one of the world’s most respected brand strategists and marketing experts, having served at the famed Interbrand Group as CEO and also in various capacities in Omnicom, a global advertising and marketing services group. Birkin founded Red Peak Group in 2012, with offices in New York, London and Los Angeles.
Aside from marketing and personnel changes, CMO Walter Deppeler has been assigned to lead a newly established marketing committee as Chairman, responsible for integrating Acer’s global branding initiatives and marketing strategy.
Acer ranks No.2 in the world for Notebook PCs*. Acer has the distinction of bringing the first ever Ultrabook to the market with its ultrathin, ultralight Acer Aspire S3. In Malaysia, Acer ranks No.1 in Total PC Shipment*, No.1 in Portable PC* and No.2 Desktop PC* for 2011.
* Gartner 2011.
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KUALA LUMPUR, 13 SEPTEMBER 2012 – To energize and strengthen Acer’s global marketing organization, Acer will engage Red Peak Group, a global marketing services firm, and appoint Red Peak Chairman Michael Birkin as Acer Chief Marketing Officer (CMO). This strategic move is aimed at strengthening Acer as a marketing-oriented company.
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, said Wang. Our precise understanding of customersí 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 worldís 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 Acerís global branding and marketing strategy.
About Acer
Since its founding in 1976, Acer has achieved the goal of breaking the barriers between people and technology. Globally, Acer ranks No. 2 for Notebooks PCs. Acer is proud to be a Worldwide Partner of the Olympic Movement, including the Vancouver 2010 Olympic Winter Games and London 2012 Olympic Games. The Acer Group employs 8,000 people worldwide. Revenues for 2011 reached US$15.7 billion. See www.acer-group.com for more information.
In Malaysia, Acer ranks No.1 in Total PC Shipment, No.1 in Portable PC and No.2 Desktop PC for 2011. Acer Malaysia also distributes TravelMate, Veriton, Gateway and eMachines brand of notebooks and PCs, as well as Iconia tablets. See www.acer.com.my for more information.
1 Source: Gartner data 2011.
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