Publicis Groupe has been appointed the global media agency of record for Unilever’s soon-to-be independent ice-cream division, which includes brands like Magnum, Ben & Jerry’s, and Cornetto. The move comes as Unilever prepares to spin off the business into a standalone company by late 2025, retaining only a minority stake.
Publicis will handle global media planning and buying across digital, video, and out-of-home channels, creating a tailored investment model for the new entity. The partnership marks a major shift in how the ice-cream business will fund and measure its marketing efforts as an independent operation.
The spin-off aligns with Unilever’s broader strategy to focus on core categories and enhance agility, while the new company aims to drive innovation, premiumisation, and growth. Publicis’ mandate takes effect immediately, covering the transition period and helping shape the media framework and performance metrics for the next phase of the brand’s journey.