Digital agency Spekk appoints Nick Boyce as Chief Technology/AI Officer and acquires his ad-tech platform Pablo to strengthen its AI-powered campaign capabilities.

What happened: Spekk, a digital agency, has appointed Nick Boyce to a newly created Chief Technology/AI Officer role. As part of the move, Spekk acquired Pablo, an ad-tech platform founded by Boyce that automates Facebook ad uploads and streamlines creative workflows for digital advertising agencies and brands. Pablo is now being integrated into Spekk's existing ad-trafficking technology.

Why it matters: The acquisition consolidates in-house expertise in both paid media strategy and AI-powered tools. Boyce brings a track record in data analytics and paid media from his previous roles, including as founder of AI consultancy Trampoline and data-analytics director at Spin Brands. By embedding these capabilities directly, Spekk aims to build technology solutions tailored to clients' specific challenges rather than chasing industry trends.

What to watch: Pablo is already used by brands and agencies including Camper and Lovable. Boyce will report to Spekk co-founder Måns Gårdfeldt and focus on creating specialist tools and AI-powered solutions to improve brand performance. Spekk's client roster includes Joe & The Juice (named global AOR late last year), Hunza G, El Dorado, Skogen Baby, and Lyma, and the agency operates across the U.K., Europe, and the Americas.