What's Happening?
Publicis Groupe has been appointed to manage media planning and buying for The Magnum Ice Cream Co., a new entity spun off from Unilever. This company will encompass well-known brands such as Magnum, Ben & Jerry’s, Cornetto, and Wall’s. The decision follows
a competitive pitch process where Publicis and WPP were the final contenders. Previously, WPP Media’s Mindshare managed the majority of this business. In 2024, Unilever’s ice cream division, which also includes Breyers and Klondike, allocated $34 million to media spending, according to COMvergence data. Omnicom, another major player, had also been involved in media planning and buying for Unilever’s ice cream brands.
Why It's Important?
This appointment marks a significant win for Publicis, enhancing its portfolio with a high-profile client in the consumer goods sector. The move reflects the competitive nature of the advertising industry, where agencies vie for lucrative contracts with major brands. For Unilever, this strategic decision aims to optimize media spending and enhance brand visibility in a crowded market. The shift could influence media strategies across the industry, as other companies may reassess their agency partnerships to maximize efficiency and impact. The outcome of this partnership could set a precedent for future agency selections in the consumer goods sector.
What's Next?
Publicis will likely begin implementing new media strategies to boost the visibility and market share of The Magnum Ice Cream Co. brands. This could involve innovative advertising campaigns and strategic media placements to capture consumer attention. The success of these efforts will be closely monitored by industry analysts and competitors. Additionally, Unilever may continue to evaluate its agency relationships across other divisions, potentially leading to further changes in its media planning and buying strategies.
