Acer steps up marketing, engages Red Peak Group and appoints Michael Birkin as Chief Marketing Officer

Press release
Published September 5th, 2012 - 07:32 GMT
Acer Group
Acer Group

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 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.

Background Information

Acer Group

Since its founding in 1976, Acer has achieved the goal of breaking the barriers between people and technology. Globally, Acer ranks No. 2 for total PCs and notebooks. A profitable and sustainable Channel Business Model is instrumental to the company's continuing growth, while its multi-brand approach effectively integrates Acer, Gateway, Packard Bell, and eMachines brands in worldwide markets.

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