Published on: August 7, 2026
Omnicom has secured Novo Nordisk’s U.S. media business following a competitive agency review, replacing incumbent WPP after a six-year partnership. The appointment positions Omnicom as the pharmaceutical company’s agency of record for media planning and buying in the U.S., the Danish drugmaker’s largest advertising market.
According to industry estimates from COMvergence, Novo Nordisk’s global media business is valued at approximately US$618 million, with the U.S. account accounting for US$520 million annually. The transition is expected to take effect in the fourth quarter of 2026.
Novo Nordisk is the manufacturer of blockbuster GLP-1 medicines Ozempic and Wegovy, which have become central to the rapidly expanding obesity and diabetes treatment market.
Confirming the appointment, Novo Nordisk said it will partner with Omnicom as it continues to expand its consumer-focused marketing efforts.
The company said it looks forward to working with Omnicom to strengthen patient engagement through emerging media channels and technologies while increasing awareness of treatments for chronic conditions such as obesity and diabetes.
The appointment gives Omnicom one of the most significant healthcare media accounts in the United States, further reinforcing the holding company’s presence in pharmaceutical marketing.
The decision concludes WPP’s long-standing stewardship of the account. WPP agency Wavemaker had managed Novo Nordisk’s U.S. media business since 2020, overseeing campaigns during a period of exceptional growth for the company’s diabetes and obesity portfolio.
During that time, Novo Nordisk significantly expanded its marketing investments as demand for GLP-1 therapies accelerated globally, turning Ozempic and Wegovy into two of the world’s most recognised pharmaceutical brands.
The agency review reflects a broader trend across the advertising industry, with marketers reassessing agency relationships to strengthen capabilities in data, AI-powered media planning and omnichannel consumer engagement.
Novo Nordisk’s appointment comes as competition within the GLP-1 category continues to accelerate.
The company remains locked in an increasingly competitive battle with Eli Lilly for leadership in the obesity and diabetes treatment market, where consumer awareness campaigns have become an important complement to product innovation.
As pharmaceutical companies increase investment in direct-to-consumer marketing, media agencies are expected to play a larger role in helping brands navigate an increasingly fragmented media landscape spanning television, digital, connected TV, search and emerging consumer touchpoints.
Beyond the financial scale of the account, the win provides Omnicom with one of the industry’s highest-profile healthcare clients.
The partnership strengthens the group’s pharmaceutical marketing credentials while providing opportunities to further leverage advanced audience targeting, data capabilities and AI-enabled media optimisation across one of the world’s most competitive healthcare categories.
Industry observers also see the appointment as another indication that major advertisers continue to review agency relationships as marketing becomes increasingly technology-driven and performance-focused.
