Publicis Groupe has been appointed the global media agency of record for Unilever’s soon-to-be independent ice-cream division, marking a key strategic partnership as the business prepares to operate autonomously.
The move follows Unilever’s decision to spin off its ice-cream portfolio – which includes iconic brands such as Magnum, Ben & Jerry’s, and Cornetto – into a standalone company with its own commercial and creative strategy. The separation, expected to be finalized in late 2025, will allow the new entity greater flexibility, with Unilever retaining a minority stake.
According to industry estimates, Unilever’s ice-cream division invested around US$34 million in media in 2024. Publicis will now handle global media planning and buying across digital, traditional video, and out-of-home channels, while building a new investment framework suited to the independent structure.
The appointment reflects a major shift in how the new company intends to approach marketing and media strategy – prioritizing agility, data-driven decision-making, and performance-led investment. With Publicis as its dedicated media partner, the division will focus on redefining how its brands are funded, planned, and measured globally.
For Unilever, the spin-off aligns with its broader strategy to sharpen focus on core businesses and improve operational efficiency. Meanwhile, the independent ice-cream company will pursue innovation, premiumisation, and market expansion, with Publicis playing a central role in enabling smarter, performance-driven media strategies during and after the transition period.
