Lax joins from GfK, where he was senior practice leader in the Brand & Customer Experience practice. His new role will see him lead the expansion of TNS’s customer strategies practice area, working with clients on developing customer strategy programmes, and leading a team of customer strategies experts across the Americas region.

“Howard is highly regarded in the industry and brings to TNS an impressive amount of experience, having worked with clients across a range of industries to develop and implement effective customer strategy programs,” said Mike Gettle, CEO for the Americas at TNS.