Omnicom wins Novo Nordisk's $600m media account

The appointment gives Omnicom responsibility for media buying across the U.S. market

Omnicom has secured one of the year's biggest media account wins after Novo Nordisk appointed the holding company as its U.S. media agency of record, ending a six-year partnership with WPP.

The appointment, which takes effect in the fourth quarter of 2026, gives Omnicom responsibility for media buying across the U.S. market—the Danish pharmaceutical giant's largest advertising market and one of the most competitive healthcare media accounts globally. Industry estimates from COMvergence put the account's annual U.S. media spend at more than US$600 million, making it one of the largest media assignments in the pharmaceutical sector.

The decision follows a competitive agency review and marks another significant shift in the increasingly active global media agency landscape, where advertisers continue to reassess partnerships amid rapid changes in consumer behaviour, AI-driven media planning and intensifying competition in high-growth categories.

A Strategic Win for Omnicom

For Omnicom, the appointment strengthens its position in healthcare marketing at a time when pharmaceutical companies are investing heavily in consumer awareness and patient engagement.

Novo Nordisk confirmed the appointment in a statement, saying Omnicom will oversee its U.S. media buying from Q4 2026 as the company continues to expand consumer-focused marketing strategies.

The company said it looks forward to working with Omnicom to strengthen connections with patients through emerging media channels and technologies while increasing awareness of treatments for chronic conditions including obesity and diabetes.

Beyond the immediate revenue opportunity, the account provides Omnicom with one of the industry's most visible healthcare clients, whose brands dominate conversations around obesity treatment and diabetes management.

End of WPP's Longstanding Role

The move concludes WPP's stewardship of the account after its agency Wavemaker won Novo Nordisk's U.S. media business in 2020.

During that partnership, Novo Nordisk significantly expanded its marketing investment as demand for GLP-1 medicines accelerated worldwide. The company's blockbuster brands, including Ozempic for type 2 diabetes and Wegovy for obesity, transformed both its commercial performance and the competitive dynamics of pharmaceutical advertising.

While WPP loses one of the healthcare sector's largest media accounts, agency reviews of this scale have become increasingly common as brands seek new capabilities around data, retail media, AI-powered planning and omnichannel consumer engagement.

The GLP-1 Advertising Race Intensifies

The account change comes as competition within the GLP-1 drug market reaches unprecedented levels.

Novo Nordisk and Eli Lilly continue to battle for leadership in the rapidly expanding obesity and diabetes treatment market, where marketing has become an increasingly important competitive tool alongside product innovation.

As awareness of weight-management therapies grows, pharmaceutical companies are allocating larger budgets to educate patients, healthcare professionals and consumers while navigating complex regulatory requirements governing healthcare advertising.

This environment has elevated the importance of sophisticated media planning capable of balancing television, digital platforms, connected TV, search, retail media and emerging consumer touchpoints.

Why the Account Matters

Healthcare has become one of advertising's fastest-growing verticals, particularly in the United States, where direct-to-consumer pharmaceutical advertising remains legal and highly competitive.

Winning a client with more than US$600 million in annual media investment provides Omnicom with:

A marquee healthcare client in one of advertising's highest-spending categories.

Greater scale in pharmaceutical media planning and buying.

Opportunities to showcase AI-enabled media optimisation and advanced audience targeting.

Additional momentum following broader consolidation across the global agency landscape.

The appointment also reflects how media agencies are increasingly competing on integrated data capabilities, technology platforms and measurable business outcomes rather than media buying scale alone.

A Signal for the Industry

Novo Nordisk's decision underscores the continued importance of agency reviews even among long-standing partnerships.

For marketers, the move illustrates how advertisers are reassessing agency relationships to better support evolving customer journeys, emerging digital channels and increasingly data-driven marketing strategies.

With pharmaceutical companies expected to continue increasing marketing investment as competition intensifies, large healthcare accounts are likely to remain among the industry's most closely contested agency pitches.

For Omnicom, landing Novo Nordisk represents more than a major new business win—it positions the holding company at the centre of one of the world's fastest-growing healthcare categories, where marketing effectiveness is becoming as strategically important as scientific innovation itself.

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