Publicis Groupe has been appointed as the global media agency of record (AOR) for Unilever’s ice cream business, which is transitioning into a standalone entity under the name The Magnum Ice Cream Company (TMICC).
This strategic win marks a significant milestone for Publicis Groupe as it partners with one of the world’s most iconic brand portfolios, encompassing Magnum, Ben & Jerry’s, Cornetto, and Heartbrand.
The global media mandate includes media planning, buying, and strategy across digital, traditional video, and out-of-home channels, with a focus on designing a new investment framework aligned with TMICC’s independent business model.
Publicis Groupe will work closely with TMICC to build a performance-driven media operating model, refine investment strategies, and set growth benchmarks as the ice cream division prepares for full separation from Unilever in 2025.
The partnership will support TMICC’s transition into a fully autonomous entity with dedicated strategic, operational, and marketing structures aimed at delivering faster innovation, stronger brand equity, and sustainable growth.
Industry sources note that TMICC’s 2024 media investments were approximately US$34 million, highlighting the scale and strategic value of the mandate.
Under the new partnership, Publicis Groupe will not only execute global media buying and planning but also play a pivotal role in shaping how TMICC’s media is funded, measured, and optimized under its standalone identity.
The appointment reinforces Publicis Groupe’s position as a trusted global media partner, equipped to drive integrated strategies that bridge creativity, data, and technology across markets.
Asia is expected to be the largest regional market under the new media arrangement, with key markets including China, the Philippines, Indonesia, Thailand, and Vietnam.
The focus will be on enhancing audience precision, performance metrics, and channel diversification, while building a consistent brand presence across TMICC’s global footprint.
The decision to spin off the ice cream division aligns with Unilever’s long-term restructuring strategy, allowing TMICC to operate with greater agility and market focus.
Unilever will initially retain a minority stake in the new entity, which will be empowered to pursue its own innovation roadmap, premiumisation strategy, and channel expansion plans.
This separation enables sharper management of the legacy ice cream brands while granting TMICC the independence to accelerate growth and redefine the future of indulgent food experiences globally.
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