Novo Nordisk Appoints Omnicom For GLP-1 Medication Awareness

Novo Nordisk has appointed Omnicom as agency of record for its US media account.

The pharmaceutical manufacturer ended its partnership with WPP, which had held the media buying contract since 2020.

The change comes as Novo Nordisk scales its consumer engagement for GLP-1 treatments Ozempic and Wegovy.

Liz Skrbkova, Head of US Media and Stakeholder Relations for Novo Nordisk, shared with Fierce Pharma Marketing that the company looks 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".

Media spend on GLP-1 treatments

Novo Nordisk has concentrated its marketing resources on GLP-1 medications over recent months.

According to data from Reuters, the company spent close to US$500m on advertising for Wegovy and Ozempic in the first nine months of 2025.

This figure represents more than double the media spend of competitor Eli Lilly during the same period.

The investment pattern continued into 2026 with the pharmaceutical company's first Superbowl advertisement.

The campaign featured Kenan Thompson, DJ Khaled, Danielle Brooks, Ana Gasteyer, John C. Reilly and Danny Trejo.

The commercial promoted the Wegovy pill formulation.

Ed Cinca, Senior Vice President of Marketing and Patient Solutions at Novo Nordisk, says of the campaign: "Millions of people may be curious about trying a medicine to help manage their weight, but are sitting on the sidelines, waiting for an option that works for them. That's why we're proud to feature Wegovy pill in the ad."

Oral GLP-1 delivery technology

Ed continued: "It's the only oral GLP-1 on the market built on our patented delivery technology, bringing a once-daily, clinically proven option people can trust."

He added: "We're focused on expanding access to real, affordable FDA-approved medicine backed by science. We chose to show up at the big game because it gives us a rare chance to speak to so many people at once – cut through clutter and start honest conversations about weight for people who want to take a step toward better health."

The timing of the Omnicom appointment could indicate plans for expanded marketing activity aligned with seasonal patterns.

Jamey Millar, Executive Vice President of US Operations for Novo Nordisk, shared that there is "behavioural motivation that waxes and wanes through the year," with interest heightening "concurrent with New Year's resolutions".

This seasonal demand pattern could mean increased media activity during specific periods when patient engagement with weight management treatments rises.

Recent expansion for Omnicom

The Novo Nordisk account adds to a period of expansion for Omnicom. In November 2025, the company acquired Interpublic Group in an all-stock transaction valued at around US$9bn.

The acquisition created the world's largest advertising and marketing holding company. Over the past 12 months, the company has generated US$22.37bn in revenue.

Sales for its second quarter of 2026 reached US$6.56bn. This represents a 63.4% increase year on year.

John Wren, CEO of Omnicom, says: "We are built for an era where speed, integration, and scale matter most. Our wins this quarter demonstrate that. Clients are consolidating more work with us because they see the competitive advantage our connected capabilities deliver."

Integrated growth partner strategy

John added: "Looking ahead, we will strengthen our position as an integrated growth partner by focusing on three key areas: leading in agentic marketing transformation, expanding and deepening our partnerships with existing and new clients and helping clients win across the new consumer engagement models in sports and entertainment, social and creator, connected commerce and AI-driven discovery."

The pharmaceutical sector represents a key growth area for advertising holding companies as manufacturers increase direct-to-consumer marketing for chronic condition treatments. The appointment positions Omnicom to manage media strategy for one of the most actively marketed therapeutic categories in the US market.