Global ice cream giant, The Magnum Ice Cream Company (TMICC), has confirmed it has Publicis Groupe as its new global media agency partner, following a competitive pitch process.
News of the win was first reported in November, ahead of the ice cream company officially spinning off from former parent company Unilever this month. It is now the world’s largest ice-cream company with €7.9 billion ($13.9 billion) in revenue in 2024 and a global media spend of around $672.3 billion, according to COMvergence.
In Australia, The Magnum Ice Cream Company produces and sells Streets brands, which include Blue Ribbon, Splice, Bubble O’Bill, Golden Gaytime, Magnum, Paddle Pop and Weis. It also sells popular global brands Ben & Jerry’s and Cornetto as part of its portfolio.
When the brands were part of Unilever, their local media planning and buying were handled by Mindshare, which picked up the account from PHD in 2023.
TMICC said that partnering with Publicis will “empower TMICC to deliver relevant and timely marketing campaigns through a dynamic, occasion-based marketing strategy and harness advanced data-driven media planning”.
“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,” The Magnum Ice Cream Company chief creative officer Julien Barraux said.
“As we move to embed advanced AI technologies across the marketing eco-system and broader value chain, our partnership with Publicis, will ensure our marketing is as innovative and data-driven as the rest of our organisation.
“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.”
Earlier this year, TMICC awarded Society for a consumer PR and marketing brief, including launching a “world-first” Sundae Shack in Perth and providing PR support around the ice-creamery’s Minto factory transformation in South-West Sydney.
