New leadership for IBM iX DACH - further development and growth course

Following the rebranding of Aperto and ecx.io to IBM iX in the spring of this year, Tanja Waldeck will now take over the management of the unit from Holger Horn, with Jens Sulek becoming her deputy. IBM iX also strengthens its consulting business and wins well-known new customers. Together with the management of the locations, the new management duo will continue to drive the successful development of IBM iX in Germany, Austria and Switzerland.

Berlin, 06.10.2022 – Following the rebranding of Aperto and ecx.io to IBM iX in the spring of this year, there has been a change at the top of the digital experience agency. Tanja Waldeck takes over the IBM iX lead role from Holger Horn, who has been in charge for the last four years, while Jens Sulek becomes her deputy and is now responsible for the Advisory Practice.

A strong team with deep industry expertise

Tanja Waldeck, already part of the IBM iX leadership team since 2017, is a specialist in travel and transportation with a specialization in airlines, as evidenced by her long-standing mandate for Lufthansa. Her deputy Jens Sulek is a marketing expert specializing in the automotive and luxury goods sectors and has held senior positions at Porsche, Jaguar Land Rover, and most recently as an associate partner at McKinsey

Expansion of the consulting business

Market requirements have changed: Today’s customers are looking for strategic transformation consulting to optimize their digital experiences. As an expert in digital experience, IBM iX is responding to the new needs and expanding its portfolio in digital advisory. A new Advisory Practice was recently launched to drive the consulting business across locations. IBM iX pursues a holistic approach in which consulting does not stop at strategy, but also includes design, implementation, and operations. In this way, IBM iX creates people-centric experiences for companies, organizations, and brands in all industries.

“The pandemic and the current fragile political environment have extremely changed the way companies work. Today, they expect not only quality, but also constant anticipation of new scenarios, the ability to implement them quickly, and the willingness to operate them. This, in turn, requires great flexibility and the expertise to make sense of new technologies and design methods within the shortest possible time and to integrate them into existing processes. This is exactly what is reflected in our agile consulting approach.”



Tanja Waldeck
New IBM iX DACH Leader

“We are more technological than strategic consultants, more creative than implementation partners and more strategic than traditional agencies. Our consulting mandate doesn’t stop with strategy development, we drive innovation in a creative way, and can deliver End2End as a trusted advisor. We don’t shy away from measuring success but define key KPIs together with our customers and let ourselves be measured by them.”

Jens Sulek
Now leading IBM iX Advisory Practice

Winning customers and awards

The fact that such a comprehensive approach is exactly what the market is currently demanding is made clear by the acquisition of many well-known (new) customers. In addition to long-standing customers such as Lufthansa, Bundeswehr, Barmer and Porsche, the IBM iX team recently won over Metro digital, Symrise, uvex and COMPO.

“Especially in the areas of Experience and Digital Customer Transformation, there is an enormous need for consulting on the market. We are very well positioned for this, as our recent client wins make clear. As part of IBM Consulting, the consulting and services unit of IBM, IBM iX is one of the world’s largest providers of Digital Experience,” says Christine Rupp, General Manager IBM Consulting, on the growth of IBM iX.

In addition to renowned customers, IBM iX has recently won numerous awards – including the Red Dot Design Award, the Adobe Award, the German Digital Award, and the Best of Content Marketing Award. IBM iX is also listed as a Leader in Commerce Service in the Forrester Report 2021, among others, and ranks third among the 15 largest digital agencies worldwide in the AdAge Agency Ranking 2022.

For more info, check out this article on HORIZONT

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