Industry veteran Birkin left Omnicom Group in 2009 and subsequently set up marketing services company the Red Peak Group, based in New York.
Acer is now set to work with Red Peak Group as part of plans to strengthen its global marketing organisation. In his role as CMO, Birkin will lead the global brand marketing team, but will not relinquish his role as chairman and CEO of Red Peak Group.
He will take on the Acer role from 1 October, reporting directly to Acer’s chairman and CEO J.T. Wang.
The move is aimed at strengthening Acer as a marketing-oriented company. As part of the plans, Acer will now place marketing ahead of R&D and design during product development stages.
“Our precise understanding of customers’ needs will lead the way in products and services development,” Wang said. “We will build an end-to-end marketing environment and enhance our marketing-oriented mindset.”
Birkin took on the job of Omnicom president and CEO for Asia-Pacific in 2005, but resigned in 2009. During his career he also served as the CEO of Interbrand Group.
He will replace current Acer CMO Walter Deppeler, who will now lead a newly established marketing committee as chairman, responsible for integrating Acer’s global branding and marketing strategy.
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