iO continues Nordic growth with second strategic acquisition in Denmark: Calibrate

Award-winning media agency Calibrate adds performance marketing expertise to Copenhagen team, enabling seamless digital experiences for brands.

17/12/2025

iO, the leading digital agency with 2,000+ experts across Europe, announces the acquisition of Calibrate, a Copenhagen-based media and performance marketing agency, effective 1 January 2026. This marks iO's second acquisition in Denmark, following Peytz – part of iO in 2022.

The acquisition adds 20 specialists to iO's Copenhagen team and addresses growing demand for data-driven customer experiences in the Nordic market. Calibrate will continue as "Calibrate - part of iO," maintaining its brand identity whilst integrating with Peytz – part of iO by early 2026.

Proven performance marketing expertise meets platform capabilities

Founded in 2020, Calibrate has been recognised as Denmark's most independent media agency in MyImage surveys and achieved the highest customer satisfaction scores in the industry (2023-2025). The agency's expertise spans SEO, display, social media, addressable TV, email marketing, TV, radio, and outdoor advertising. Calibrate's focus on measurable impact, transparency, and objective advice aligns directly with iO's approach to client partnerships.

Strengthening iO Denmark’s digital capabilities

Combining Peytz's technology expertise with Calibrate's performance marketing capabilities creates a unified Copenhagen team capable of delivering seamless digital experiences for Danish and international brands.

“The Nordic market continues to be a strategic priority for iO, and Calibrate represents exactly the type of partnership that strengthens our ability to deliver real value. This acquisition isn't just about growth - it's about having the right expertise in place to solve increasingly complex challenges for our clients across the region,” says Pieter Janssens, CEO of iO.

Enabling complex digital transformations

The combined expertise enables the team to guide brands throughout their entire digital journey - from strategy and platform development through content creation and performance-driven marketing execution.

For Calibrate, joining iO means access to enhanced technological capabilities, greater scale, and the opportunity to tackle larger, more complex client challenges.

"We've always pushed ourselves to develop and challenge market expectations. In iO, we've found a collaboration partner who shares our commitment to quality, transparency, and client focus. We now have access to technical expertise that enables us to raise the bar for what we can deliver," says Heinrich Thomsen, CEO of Calibrate.

About Calibrate – part of iO

Calibrate is a Danish full-service media agency specialising in marketing consulting, media planning, performance marketing, and campaign execution across digital and traditional platforms. Calibrate has been recognised as Denmark's most objective and independent media agency (2022-2025) and the media agency with the most satisfied customers (2023-2025). The agency has 20 employees. calibrate.dk

About iO

iO is one of Europe's leading digital agencies and home of ambitious people, organisations and brands.

Since 2005, we deliver marketing that performs, content that connects, and platforms that scale - all seamlessly integrated across data, media, AI, infrastructure and digital operations.

With more than 2,000 experts across 12 campuses in Belgium, the Netherlands, Sweden, Denmark, and Bulgaria, we help brands such as Audi, Brussels Airport, Efteling, Lidl, Philips, and AkzoNobel to transform their digital experiences. iodigital.com