Novo Nordisk has appointed Omnicom as its agency of record for US media buying, bringing an end to a six-year partnership with WPP’s Wavemaker.
Omnicom will take over management of Novo Nordisk’s US media buying operations beginning in the fourth quarter of 2026, according to the Danish drugmaker.
Liz Skrbkova, who leads US media and stakeholder relations at Novo Nordisk, confirmed the agreement to Fierce Pharma Marketing following the conclusion of a competitive agency review.
The arrangement covers only the US market and arrives as Novo Nordisk works to reenergize its GLP-1 franchise and identify new growth drivers amid flatlining performance from key products.
“We look forward to working with the Omnicom team as we continue to scale consumer-focused strategies and connect with patients through emerging channels and technologies, helping bring even greater awareness of our medicines to people living with chronic conditions such as obesity and diabetes,” Skrbkova said.
Industry estimates from COMvergence place the account’s annual US media spend at more than $600 million, making it one of the largest media assignments in the entire pharmaceutical sector.
The account covers media planning and buying for Novo Nordisk’s portfolio, which includes blockbuster diabetes and weight-loss brands Ozempic and Wegovy, both central to the company’s commercial strategy.
The appointment is understood to be one of the most closely watched media pitches of the year, reflecting the rapid growth of the GLP-1 market and the scale of Novo Nordisk’s advertising investment.
Wavemaker originally won the Novo Nordisk US media business back in 2020, meaning WPP held the account for six years before losing it following the latest review.
The loss represents another significant setback for WPP, which has faced mounting pressure amid a series of account reviews and client changes across global markets.
The broader shift reflects a wider trend among major advertisers reassessing long-standing agency partnerships in response to rapid changes in consumer behaviour, AI-driven media planning tools, and intensifying competition within high-growth healthcare categories.
For Omnicom, securing one of pharma’s largest media accounts strengthens its position in the healthcare advertising space at a time when GLP-1 treatments are commanding record levels of consumer interest and marketing investment.