Novo Nordisk has made Omnicom the agency of record for U.S. media buying, ending the drugmaker’s six-year partnership with WPP’s Wavemaker.
Omnicom will manage Novo’s media buying in the U.S. starting in the fourth quarter, Liz Skrbkova, who leads U.S. media and stakeholder relations at the Danish drugmaker, told Fierce Pharma Marketing. The agreement, which only covers the U.S., comes as Novo works to reenergize its GLP-1 franchise and add new growth drivers amid the flatlining performance of 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.
Omnicom’s landing of the U.S. account, which is valued at $520 million according to COMvergence data cited by Adweek, is a blow to WPP. Novo selected WPP’s Wavemaker as its media agency of record in 2020.
The selection of Wavemaker preceded a turbulent period at Novo. In 2019, Novo reported (PDF) GLP-1 diabetes sales of 33.2 billion Danish krone ($5.1 billion). By 2023, the figure had jumped (PDF) to 123.1 billion Danish krone and a blossoming obesity business added a further 41.6 billion Danish krone.
Explosive growth brought challenges, with Novo grappling with an almost unprecedented level of public interest in and demand for a pharmaceutical product. In an increasingly consumer-led market, Novo lost business to compounding pharmacies and Eli Lilly, which reported soaring sales of its injectables as its rival’s business slowed.
After changing CEO, Novo is rebuilding around its fast-growing oral Wegovy pill. Marketing is a key part of Novo’s plans for the product, which has primarily been prescribed through self-pay channels since launching earlier this year.
On an earnings call this week, Berenberg analyst Kerry Holford asked if demand for the pill will fluctuate seasonally. Jamey Millar, executive vice president, U.S. operations at Novo, said interest rises concurrent with New Year's resolutions, but added that Novo “can induce motivation through promotional activity, and we will have a heightened presence in the back half of the year.”