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John Armstrong
President, ICF Next

John is the president of ICF Next, a global engagement and experience transformation partner for brands and organizations offering a full range of marketing, communications, and technology capabilities across the public and private sectors.

John has more than 30 years of experience leading all aspects of full-service marketing and agency business, including digital strategy, creative, technology and platforms, experience design, mobile, data analytics, eCommerce and cloud-managed services, and even artificial intelligence with IBM’s Watson. His portfolio includes client work for leading brands in consumer, retail, automotive, and financial services industries. He has generated record-leading sales and revenue growth, and brokered strategic partnerships with companies like Apple, Adobe, Salesforce, and WeWork.

John comes to ICF from IBM, where he served as general manager and North America strategy leader for IBM iX, a rapidly growing practice within the company. He helped found and build IBM iX from a small set of dot-com era “design studios” into what Ad Age recently recognized as one of the largest digital agencies in the world. At IBM iX, John also helped lead the acquisition and integration of several agencies, including Resource/Ammirati, Bluewolf, and a unit of Fluid.

In addition to agency experience, John also brings deep consulting expertise. During his time at IBM, he served as the North America strategy lead for business analytics and optimization consulting. Earlier in his career, he was a partner, CRM Leader, and customer experience strategy lead for PwC. He has led professional services teams and has helped consulting and technology firms to establish and grow marketing services as an important revenue channel.