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Acceleration appoints Richard Mullins as EMEA MD

Kgaogelo Letsebe
By Kgaogelo Letsebe, Portals journalist
Johannesburg, 08 Dec 2017
Newly appointed MD of Accelerate EMEA, Richard Mullins.
Newly appointed MD of Accelerate EMEA, Richard Mullins.

Global marketing technology company Acceleration has appointed Richard Mullins as MD for the Europe, Middle East and Africa (EMEA) region.

Acceleration specialises in digital marketing for global brands and already has presence in Cape Town, Johannesburg, Dubai and London.

According to the company, the appointment is part of its strategy to better align its resources and strategy across the globe, particularly the in this region.

"EMEA is a key region and a significant contributor to the broader company. Acceleration originated in Cape Town in 1999 and then opened the London office in 2005. It has continued to grow and as a region contributes around 40% of global revenue. The UK and Europe are a key hub for global businesses and marketing technology. They are at the forefront of driving digital evolution. The adoption of innovation within emerging markets allows us to implement ideas and strategies that would not be as readily adopted in more conservative, mature markets. The combination of thought-leading and innovation adoptive markets make the region key in the development of our offering and the value we are able to provide clients," said Mullins.

Mullins, who previously held the role of MD of Middle East and Africa, will be responsible for leading knowledge and resource sharing across the wider region, especially for work on complex global accounts.

"There is a big challenge of technology costs versus use case and value within the businesses in the region," says Mullins. "The strategy is to use the knowledge base across the region to help clients understand that digital evolution is critical to their future success. We are looking to take innovations from Middle East and Africa to Europe, as well as to introduce best practices from Europe into Africa and the Middle East. This will enable us to deliver a more holistic solution to our clients, especially those that operate in multiple territories."

Mullins adds that combining teams from Europe, Middle East and Africa will give clients access to a more varied set of skills and experience. "The customer experience has emerged as the most important business battlefield of the 21st century. Those brands that provide frictionless customer journeys across multiple territories, channels and touchpoints will be the big winners in the future."

Prior to joining Acceleration in 2000, Mullins worked at Saatchi & Saatchi and Ogilvy & Mather. He holds a BA Honours in Communications from the University of Johannesburg and is a regular speaker at industry events across the EMEA region.

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