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By | Kelly Fiveash 4th February 2008 15:00

Acer shakes up exec team after Packard Bell buy

Three-pronged brand-attack

Acer has made a number of senior management changes as the Taiwan-based firm deepens its computer manufacturing footprint following the completed purchase of Packard Bell.

It said in a statement that Semmy Levit, who was Acer's UK country manager for the past three years, has been promoted to the role of European head of the professional division. Robert Watkins – who previously worked under Levit – will replace him.

Gianpiero Morbello, in his newly-formed marketing and brand veep role, will be globally responsible for developing Acer's three brands.

Late last week, Acer took the lion's share (75 per cent) of Packard Bell after it bought parent company PB Holdings for $48.5m.

The firm has long been flirting with the idea of swallowing up smaller rival Packard Bell, and confirmation of its buy-out on Thursday has been seen by many in the industry as an aggressive attempt to stunt Lenovo's growth, particularly in the European market.

"Acer, Gateway and Packard Bell are three separate identities of a unique group whose objective is to expand the variety of its product range," said Morbello. "We see the three companies integrating their different experiences and skills to offer a far greater product portfolio that will allow customers to find the best solution for their needs."

However, Acer refused to comment on what the management reshuffle means for other staff currently working under the three brands.

Last month IT analysts said that Acer had secured the number three spot following its $710m purchase of US-based Gateway in August 2007. The purchase helped bump up its worldwide shipments by 60 per cent in the last quarter, according to figures from IDC. ®

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