About me

Tobias is a digital media, brand and marketing professional, working in the intersection of brand communication, business development and technology.

Tobias started his career in year 2000 by co-writing a book on the marketing opportunities and implications of interactive TV - and then went on from being a student helper at BBDO to build his own digital agency - Atmosphere Copenhagen which was awarded the overall most creative agency in Denmark in 2009 and later merged with BBDO.

The rest is history. With stop-overs at some of the largest agencies in the Nordics including Kunde & Co and Hjaltelin Stahl; Tobias was announced Group CEO of McCann Copenhagen including McCann Health Nordic and Scandinavian Design Group in 2016.

Tobias has influenced more than his fair share of power brands in the Nordics over the last 15 years including Unilever, P&G, L'Oréal, Néstle, MARS, Pepsi, Maersk and Telia bringing consumer insights to life via transformational business insights and creativity.

Tobias loves the digital and technological opportunities but don't care much about the one's and the zero's - only the immense value they can bring to a brand when it's done right.

Tobias is based in Copenhagen and is part of the McCann Nordic leadership team. Tobias is married and has two daughters.


Advertising, Brand Management, Branding, Business Management, Digital Strategy

Sector Experience

Advertising, Branding, FMCG, Marketing


Nestlé, Nordea, Novo Nordisk, Stanley, Black & Decker, Tivoli Casino

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Looking for work
Influencer of the Year 2017 Shortlist

Tobias Smidth-Fibiger was recognised as an Industry Influencer on 31st January 2017

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Tobias Smidth-Fibiger has been a Contributor since 31st January 2017.

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Skill Level
Danish, English
Creativepool member since 31 January 2017