Auspicious acquires DBLX
Creative services group's third acquisition in as many months; targets rapid expansion in learning market.
Auspicious has announced the acquisition of DBLX, the digital custom content and platform business, as the company targets growth in the Learning & HR market.
DBLX provides immersive digital content, custom platform development and strategic consulting, and specialises in creating innovative solutions for learning, culture change, leadership development and internal communications. It works with HR and Learning & Development teams inside major organisations to improve L&D and internal communications by designing bespoke solutions using creative technology to engage staff. Its customers include Santander, St James’s Place, Subsea 7 and Centrica.
DBLX CEO and Co-Founder Nicky Hoyland joins Auspicious in a group role as Global Chief Innovation Officer while retaining responsibility for the growth of DBLX.
Former Learning Professional of the Year, Rob Ashcroft, has joined Auspicious as Chief Learning Officer, where he will help DBLX build out its learning consultancy, transformation and employee experience offer. Rob recently left Santander UK where he worked in Learning Management roles.
Auspicious, launched in October 2024, is run by three creative services entrepreneurs: Rachel Pendered, Mark Killick and Barnaby Cook. The group also consists of Auspicious Global, a corporate film and communications agency; Blue Chalk Media, a US-based industry-leading non-fiction production company and Studio Yes, a creative advertising and video production studio.
Rachel Pendered: “Learning is a huge focus for large companies as they invest in employee skills and capabilities that directly impact the bottom line.” “It’s a major growth market for Auspicious both in the UK and in the US. Rob and Nicky are industry titans who have worked with and for major brands on complex briefs; I can’t think of two better people to lead our charge.”
Nicky Hoyland: “Joining Auspicious is a fantastic step for DBLX. Our strength lies in combining custom creative content and technology to deliver engaging experiences that truly resonate with employees. By bringing this together with Auspicious' global
creative capabilities and Rob's deep learning expertise, we're uniquely positioned to help organisations transform how they develop and engage their people.”
Rob Ashcroft: "Joining Auspicious Group as Chief Learning Officer at this pivotal moment is incredibly exciting! By bringing together DBLX's digital expertise with Auspicious' creative excellence, we're uniquely positioned to support organisations
and transform people experiences.”