The Magnum Ice Cream Company has confirmed the appointment of Publicis as its global media agency partner.
The brand said that the appointment of Publicis will enable it to “anticipate trends and cultural moments” working on campaigns for key product lines including Magnum, the "heart brand" (encompassing Wall’s, Ola, Agida and Street’s), and Cornetto.
Publicis will leverage “data-driven media planning” on the account, working on channels including social, event activation and digital promotions.
According to COMvergence, The Magnum Ice Cream Company’s global media spend is projected to be £332 million.
Julien Barraux, chief creative officer, The Magnum Ice Cream Company, said the appointment will ensure the brand’s marketing is “data-driven”, in line with its wider aim of embedding “advanced AI technologies”.
Barraux said: “This is a pivotal step in our transformation journey and will mark a step change in our ability to reach and engage ice cream consumers.”
On the decision to appoint Publicis, he added: “Their commitment to seamless execution will help us realise our vision for our global and local brands, accelerate growth, and empower our teams to deliver excellence in every market. We look forward to redefining what’s possible together.
Campaign first reported the result of the competitive review process in November. At the time, it was revealed that the global media account covers various markets, including the UK and the US.
The Magnum Ice Cream Company demerged from Unilever this month, making its debut on Euronext Amsterdam and the New York Stock Exchange on December 8 before listing in London on December 11. It is now the world’s largest ice-cream company and generated €7.9 billion in revenue in 2024.
Publicis has been contacted for comment.
