Spekk acquires Pablo and appoints AI chief

The acquisition and newly created executive role are intended to support the development of proprietary technology

Digital agency Spekk has acquired advertising technology platform Pablo and appointed its founder, Nick Boyce, as Chief Technology & AI Officer, as the agency expands its investment in artificial intelligence and automation.

The acquisition and newly created executive role are intended to support the development of proprietary technology designed for high-consideration brands, a segment that Spekk specialises in across paid media and digital marketing.

Acquisition builds on existing partnership

Nick Boyce founded Pablo, an AI-powered workflow platform developed for digital advertising agencies and brands. The platform automates Facebook ad uploads, streamlines creative workflows and supports campaign analysis through its performance monitoring capabilities.

Spekk and Nick Boyce began working together in 2025 when the agency commissioned a tailored version of Pablo for its clients. The platform has since become part of the agency's media operations.

Technology platforms to be integrated

Prior to the acquisition, Spekk had also developed its own ad trafficking and delivery platform. Following the deal, the agency plans to combine both technologies into a single platform aimed at improving efficiency, collaboration and campaign execution.

Nick Boyce brings experience across paid media, analytics, technology and artificial intelligence. In addition to founding Pablo, he established AI consultancy Trampoline and previously served as Data & Analytics Director at Spin Brands following the acquisition of his paid media agency, Pollenary.

Focus on AI and automation

In his new role, Nick Boyce will oversee Spekk's technology and AI strategy, leading the development of automation tools and AI-powered systems designed to support paid media operations.

He will also manage the agency's technology team and report to Spekk Co-founder Måns Gårdfeldt.

Agency targets specialist solutions

Måns Gårdfeldt, Co-founder, Spekk: "From the moment we started working with Nick, it became clear how closely aligned we were in our thinking and ambitions. He combines deep paid media expertise with an exceptional understanding of technology, data and AI, while sharing our belief that the most valuable technology is built around the specific challenges clients face, not simply the latest industry trend.

"The integration of Spekk's proprietary ad trafficking system with Pablo has already helped clients and teams save significant time while improving creative collaboration and execution. Bringing Nick into the business and acquiring Pablo is the logical next step in that evolution.

"While many agencies are applying generic AI tools to existing workflows, we're focused on building specialist AI designed for the needs of high-consideration brands, where the customer journey, decision-making process and media challenges are fundamentally different to those of mass-market advertisers. Nick's appointment strengthens our ability to create technology that delivers better performance and outcomes for our clients."

New role created to support growth

Nick Boyce, Chief Technology & AI Officer, Spekk: "What drew me to Spekk is simple: it's one of the most impressive independent agencies in the UK right now, and I don't say that lightly. Through my work leading the analysis for the UK's largest agency benchmarking study, I have a strong view of how agencies across the market are performing, and Spekk is among the stand-out businesses. Having worked closely with the team, I understand why. Their specialisation in high-consideration brands gives them a clear point of difference, and the results speak for themselves.

"What particularly appealed to me about this role is that Spekk isn't AI-washing its business. The agency already has the right technical foundations, processes and vision in place, alongside a clear understanding of where AI can genuinely add value. Rather than bolting generic tools onto existing workflows, we're focused on building specialist technology that's embedded in how we work and delivers meaningful benefits for both our people and our clients. That's still surprisingly rare, and it's what I want to help build."

The appointment comes during a period of growth for Spekk, which recently expanded its client portfolio and was named global agency of record for paid social and paid search by Joe & The Juice.

www.spekk.com

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