Publicis wins media duty for Unilever’s ice  business

 

Unilever has chosen Publicis Groupe to lead media duties for its ice cream division as the business transitions into an independent company.

This decision signals a strategic shift away from WPP Media’s Mindshare, which previously managed Unilever’s global media account.

Expanding Media Responsibilities Across Key Markets

Publicis will now oversee media planning, buying, and strategy across major global markets, with particular emphasis on China, India, and Indonesia, three vital growth territories for Unilever’s frozen treats business.

The move strengthens Publicis’ global footprint while aligning with Unilever’s long-term vision for its ice cream portfolio.

A New Era for The Magnum Ice Cream Company

The agency appointment follows Unilever’s September announcement that The Magnum Ice Cream Company will separate from the parent group to become an independently listed public entity.

The demerger, set to conclude by mid-November, will see the business trading on stock exchanges in Amsterdam, London, and New York.

Transitioning Toward Independence

Since July, the ice cream division has operated as a standalone unit within Unilever’s structure.

Even after the separation, Unilever plans to maintain a minority stake of under 20 percent for up to five years.

This phased approach allows the company to manage costs and maintain financial stability while gradually exiting the category.

Portfolio Powerhouses Under One Cool Roof

Beyond Magnum, the newly independent entity will also manage Unilever’s beloved brands—Ben & Jerry’s, Cornetto, and Heartbrand.

Together, they form one of the world’s most recognizable ice cream portfolios, poised for growth under a new corporate identity.

Reshaping Media Partnerships Globally

This win adds to a wave of Unilever’s media realignments over the past year.

The company had previously distributed responsibilities among several agencies, with Mindshare retaining duties in the US, UK, and China, while Publicis, Dentsu, and Interpublic expanded their roles across other regions.

Notably, Publicis Media increased its Unilever footprint across Southeast Asia, taking charge of markets like Thailand, the Philippines, and Vietnam previously managed by WPP.

Aligning Media Strategy with Growth Plans

Unilever stated that this diversified agency structure supports its growth action plan, which aims to boost media efficiency, marketing performance, and organizational agility worldwide.

The move ensures the brand remains adaptable in a rapidly evolving consumer landscape.

Balancing Brand Independence and Identity

However, Unilever’s ice cream journey has not been without friction.

The Ben & Jerry’s brand has continued to stir debate within corporate circles.

In March, reports revealed that Ben Cohen and Jerry Greenfield, the brand’s founders, were exploring the possibility of buying back their namesake company.

According to Bloomberg, they were seeking like-minded investors aligned with their social activism and progressive values.

Corporate Response and Future Outlook

Unilever swiftly responded, reiterating that Ben & Jerry’s is not for sale and remains vital to its broader strategy of driving efficiency and profitability.

This scenario highlights the delicate balance between maintaining founder-driven brand values and achieving corporate growth objectives.

A New Chapter for Publicis and Unilever

As Publicis Groupe assumes its new role, the agency steps into a pivotal moment—guiding a global icon through transformation.

The task ahead extends beyond media execution; it involves steering an evolving brand from the comfort of a multinational parent to the independence of a competitive marketplace filled with both challenges and possibilities.