People of INN


Heinrich is the founder of Calibrate and serves as managing director of Calibrate Denmark. He has worked in the  media agency business the the last 23 years where he have worked with a wide range of tasks, including marketing and media strategy, communication, campaign recommendations, media buying,consumer insights and impact measurement, for both small, medium and up to the largest advertisers in Denmark

He has completed hundreds of campaigns across all media channels within both the BTC and BTB area and with objectives from everything from branding to engagement to conversions.


Jonas Vahr is the co-founder of  Calibrate and serves as COO and digital strategist. He has +10 years of experience with digital marketing from roles as account manager, campaign nexecution, responsibility for digital specialists teams, and strategic director, across multiple digital platforms, Paid Social, Paid Search, SEO, Programmatic advertising, as well as data and martech. Today, he leverages this experience to plan and advise both small and large companies on their digital marketing strategy.

Nicklas Blom

Director, Broadcast and Investment


Nicklas is Calibrate’s offline expert, while also keeping a close eye on the evolution of streaming TV & audio. Nicklas has 6 years of experience working for media agencies, formerly dentsu and Publicis Media. His skillset ranges from media planning and strategizing, buying, investment controlling, negotiations, analyzing data from e.g., Gallup/Kantar. He has worked with a wide range of industries such as large FMCG companies, streaming-giants, theme-parks, OTC medicine, automobiles, and betting.

Jørgen Petersen

Head of SEM & Performance Marketing


Jørgen is Head of SEM & Performance Marketing at Calibrate and has been part of the team since November 2022. He has more than 15 years of experience from the media agency business and the client’s side, where he has worked with clients in all sorts of business.

The combination of these two worlds has given him a good advantage when speaking to the clients and understanding their needs, to find a solution that could benefit their business. Daily, Jørgen is advising Calibrates clients across Google advertising option and how these options could be used in strategic way.