Novo Nordisk faces media criticism over rebranding communication

Novo Nordisk, which is rebranding to simply ‘Novo’, has faced criticism from the Danish business media outlet Finans following a dispute over its communication policy. The conflict arose after Finans broke the news regarding the company’s name change, new logo, and updated values before the official announcement.

Finans Editor-in-Chief Simon Bendtsen reported that the company attempted to persuade the outlet to delay publication until an internal town hall meeting was held. In exchange for waiting, the company reportedly offered an interview with CEO Mike Doustdar and an invitation to the presentation. When Finans proceeded with its scoop, it was excluded from the official rebranding event in Bagsværd.

Bendtsen characterized the company’s approach as “clumsy, threatening, and vengeful,” arguing that the company’s attempt to manage the news through conditional access highlights a conflict of interest between corporate PR and journalism. Novo has declined to comment on the specific allegations regarding its handling of the media.