Unilever's independent ice-cream unit picks Publicis Groupe as global media AOR

The upcoming independent ice-cream unit of global consumer goods company Unilever, has appointed Publicis Groupe as its media agency of record, MARKETING-INTERACTIVE has learned. The global remit covers media planning, buying, and strategy. Key markets in Asia include China, India, and Indonesia. The incumbent on the account is WPP Media's Mindshare which handled Unilever globally. 

The appointment follows news in September that the Magnum Ice Cream Company (TMICC) would become a standalone, publicly listed entity following its planned demerger from Unilever. The separation, expected to complete by mid-November, will see TMICC listed in Amsterdam, London, and New York.

Don't miss: The Magnum Ice Cream Company plans split from Unilever, eyes global listing

TMICC has operated as a standalone unit within Unilever since 1 July 2025 and will continue to receive backing from the parent company. Unilever will retain a stake of less than 20% for up to five years before gradually divesting to manage separation costs and maintain capital flexibility. Unilever is the parent to several major ice cream brands including Magnum, Ben & Jerry’s, Cornetto and Heartbrand.

Last year, Unilever appointed several agencies across major markets, beginning with the reappointment of WPP's Mindshare to handle media in the US, UK and China, according to reports. It also added new partners including Publicis Groupe, Dentsu and Interpublic. Publicis Media secured five Southeast Asian markets such as Thailand, the Philippines and Vietnam, which were previously managed by WPP.

At the time, Unilever said its expanded agency roster aligned with the company's Unilever growth action plan, aimed at sharpening media effectiveness, accelerating marketing performance and improving flexibility across global markets.

While TMICC prepares to operate independently, tensions around Unilever’s other ice cream brands, particularly Ben & Jerry’s, highlight the complexities of managing iconic labels under a global parent company.

In March, founders Ben Cohen and Jerry Greenfield reportedly explored reclaiming the brand from Unilever, which acquired it in 2000, potentially in partnership with investors aligned with the company’s social values, according to Bloomberg at the time. Unilever, however, stressed to Bloomberg that Ben & Jerry’s is not for sale, noting it remains part of its broader strategy to improve performance and reduce costs. 

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