Publicis Groupe has secured a major global mandate as it becomes the media agency of record for Unilever’s soon-to-be-independent ice cream division, now rebranding as The Magnum Ice Cream Company (TMICC).
The appointment represents an important step for Publicis Groupe, giving the network a central role in shaping the media strategy for one of the world’s most renowned ice cream portfolios, including brands such as Magnum, Ben & Jerry’s, Cornetto and the broader Heartbrand family.
The ice cream division has been operating independently within Unilever since July, though it will continue to receive support from the parent company during the transition. Unilever plans to retain under 20% ownership for up to five years, after which it will gradually divest its remaining stake to manage separation costs and maintain financial flexibility.
In the past year, the company refreshed its global media partnerships across key markets. It began by reappointing WPP’s Mindshare to lead media duties in the US, UK and China, while also adding agencies from Publicis, Dentsu and Interpublic to its roster. Publicis Media notably picked up five Southeast Asian markets, including Thailand, the Philippines and Vietnam, which were previously overseen by WPP.
Unilever stated at the time that its broadened agency lineup was part of the Unilever Growth Action Plan, a framework designed to boost media efficiency, accelerate marketing impact and increase operational agility across global markets.
As TMICC moves toward full independence, tensions surrounding Unilever’s remaining ice cream brands, most notably Ben & Jerry’s, underscore the challenges of overseeing culturally influential labels within a global corporate structure.
In March, reports surfaced that founders Ben Cohen and Jerry Greenfield were considering an effort to buy back the brand from Unilever, which has owned it since 2000. According to Bloomberg, the pair were exploring a possible partnership with values-aligned investors to support the bid. Unilever, however, maintained in comments to Bloomberg that Ben & Jerry’s is not for sale, emphasizing that the brand remains integral to its wider strategy focused on improving performance and streamlining costs.
