In Unorthodox Arrangement, Marketer Has Dual Roles

Can Red Peak chairman really also be client Acer's CMO?

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Where are the checks and balances? A few weeks ago when PC maker Acer hired Red Peak Group to overhaul the Taiwanese company’s global marketing efforts, it also appointed a Red Peak founder, Michael Birkin, as CMO. What makes this move highly unusual is that Birkin will retain a formal role at Red Peak as its chairman—a duality of roles that raises conflict-of-interest questions about compensation, creative and operational issues affecting the marketer in its relationship with the ad agency.

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