Novo Nordisk Names Omnicom U.S. Media Agency of Record

Novo Nordisk is reshaping its U.S. marketing strategy, appointing Omnicom as its new agency of record for media buying as the pharmaceutical company looks to strengthen its position in the increasingly competitive obesity and diabetes markets.

The appointment ends Novo Nordisk’s six-year relationship with WPP’s Wavemaker, which had handled the company’s U.S. media account since 2020. Omnicom is expected to take over media buying responsibilities beginning in the fourth quarter of 2026. The agreement applies specifically to the U.S. market, with the account estimated to be worth approximately $520 million.

The change comes at an important moment for Novo Nordisk. The company experienced extraordinary growth following the success of its GLP-1 portfolio, including Ozempic and Wegovy, but the U.S. obesity market has become considerably more competitive. Eli Lilly has emerged as a major rival, while compounded versions of GLP-1 medicines have also complicated the commercial environment.

Novo Nordisk is therefore placing renewed emphasis on reaching consumers and patients effectively. According to the company, its work with Omnicom will focus on scaling consumer-oriented strategies while using emerging channels and technologies to increase awareness of medicines for chronic conditions including obesity and diabetes.

The timing is particularly significant as Novo Nordisk builds its strategy around the oral version of Wegovy. The Wegovy pill launched in the U.S. in January 2026 and has gained substantial early traction, particularly through self-pay channels. Novo Nordisk has also expanded access through its NovoCare Pharmacy, telehealth partnerships and a broad network of retail pharmacies.

Marketing is expected to play a significant role in sustaining that momentum. Novo Nordisk has indicated that promotional activity can help stimulate consumer interest outside traditionally strong periods for weight-management products and plans a heightened promotional presence during the second half of 2026.

The Omnicom appointment also illustrates how the battle for leadership in the GLP-1 market increasingly extends beyond clinical performance and product availability. With multiple companies competing for the attention of patients, physicians and healthcare systems, the ability to deliver relevant messages across a fragmented media landscape is becoming an important commercial differentiator.

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