IBM Buys Another Digital Marketing Firm:

With its third digital marketing acquisition in a week, IBM announced plans to acquire German firm

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Buying yet another digital marketing company, IBM today announced it has signed a definitive agreement to acquire—a digital agency headquartered in Dusseldorf, Germany.

IBM has been busy over the past week, announcing plans to acquire two other digital marketing firms over the last several days. The proposed acquisition of extends the strategy and design expertise of IBM Interactive Experience (IBM iX) with new digital marketing, commerce and platform skills to accelerate clients' digital transformations.

IBM said is a leading digital agency in Europe and one of the few specializing in implementation services across three of the leading commerce and customer platform software providers: Adobe, Sitecore and SAP hybris. The hybris capability deepens IBM's longstanding relationship with SAP, and brings the value of design thinking to the companies' expansion in e-commerce.

"By bringing's consulting, design, digital marketing and technology skills together with the strategy, analytics and integration expertise of IBM, we will create a powerful combination," said a blog post penned by Gerald Lanzerits, CEO of, and Matt Candy, vice president and European leader of IBM Interactive Experience. " is one of just two agencies ranked at the highest partner level for all three main commerce and customer platform software vendors in the German market: Adobe, SAP hybris, and Sitecore. will add its nearly 200 employees to IBM iX with specialized expertise designing and implementing experience-led solutions using agile techniques."

IBM customers will benefit from this range of capabilities, combined with the strategy, analytics, cloud and cognitive depth of IBM.

"The customer experience has become a new priority in modern business strategy," Paul Papas, global leader of IBM Interactive Experience, said in a statement. "Together with's distinct expertise, we're raising the bar for experience-led, digital marketing and commerce." will continue to serve its roster of clients, including Axalta, SPAR, Hammer and JAB Anstoetz, from existing locations in Dusseldorf, Bracknell/London, Munich, Wels, Varazdin, Vienna and Zurich.

"For the last 20 years, we've fostered an open, agile and collaborative culture with a dedication to quality and innovation," Christoph Mause, chief creative officer and co-founder of, said in a statement. "Joining forces with IBM iX will provide us with a global network of talent with expertise in strategy, analytics, cognitive computing and innovation that will not only complement our services offerings, but allow them to become more personalized. Together with iX, we will continue to provide clients with superior services and platforms for exceptional customer engagement and experiences."

The acquisition of is the latest strategic move in a rapid-fire series of investments in the design and experience prowess of IBM iX. In the last week, iX announced its intent to acquire Resource/Ammirati, a U.S.-based digital marketing and creative agency, and Aperto, a digital agency with headquarters in Berlin.

Regarding the recent IBM digital marketing moves, the company seems to be on a tear to considerably expand its Interactive Experience (iX) organization, Charles King, principal analyst at Pund-IT, told eWEEK.