Publicis Groupe has been appointed media agency of record (AOR) for Unilever’s soon-to-be independent ice-cream business, according to global reports. The move follows Unilever’s decision to separate its ice-cream portfolio into a standalone entity, which includes brands such as Magnum, Ben & Jerry’s and Cornetto.
Unilever is expected to retain a minority stake in the new company, which will operate independently with its own strategic and operational direction. The parent company had spent around US$34 million in media investment for this division in 2024.
Publicis will handle global planning and buying across digital, traditional video and out-of-home channels. The agency has also been tasked with developing a new investment framework to support the transition to the independent structure.
Industry sources said the brief covers the creation of a dedicated media model, focusing on how the ice-cream business will plan, fund and measure its marketing under the new setup.
The separation, scheduled for completion later in 2025, is designed to allow more focused management of Unilever’s ice-cream brands and to support innovation and growth across markets.
Publicis’ appointment takes effect immediately and will continue through the initial phase of the spin-off. The agency will work with the business to define its media operating model, output metrics and growth targets as the new entity is established.
