Dive Brief:
- The Magnum Ice Cream Company has appointed Publicis as its global media agency of record as the CPG marketer looks to tap into data-driven marketing, per news shared with Marketing Dive.
- The owner of brands like Cornetto and Ben & Jerry’s, which was recently spun off from Unilever, positioned the agency appointment as a milestone in firming up its place as a standalone company. Publicis won the account following a competitive pitch process that included other major media agencies.
- TMICC said that Publicis’ capabilities in data and artificial intelligence will help it anticipate rising consumer trends and cultural moments. Tactically, the partnership will focus on occasion-based social media deployments, local event activations and real-time digital promotions.
Dive Insight:
Following a formal separation from Unilever, TMICC is firming up a key agency relationship with Publicis. The partnership was positioned in the announcement as an important step in realizing TMICC’s identity as a distinct, standalone company from its former parent. Adweek previously reported on the ice cream marketer’s media AOR selection.
TMICC’s public listing earlier in December created the world’s largest ice cream maker, with a sprawling portfolio spanning the namesake Magnum line, Ben & Jerry’s, Cornetto, Klondike, Talenti and Wall’s, among others. Those offerings together represent a hefty chunk of global media spend, which Magnum is seeking to enhance with the benefit of Publicis’ data-driven technology and AI solutions.
“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,” said Julien Barraux, chief creative officer at TMICC, in a press statement. “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.”
WPP Media’s Mindshare agency previously handled media for the ice cream business under Unilever. WPP was a participant in the pitch for the TMICC account, according to Adweek.
The news adds to a string of wins for Publicis this year. The ad-holding group has underscored that its strengths in AI and data are helping to attract new business and propel growth while rivals struggle. Publicis estimates 80% of its connected media offering is now supported by AI. Other major wins include the media and data business for The Coca-Cola Company in North America and the media account of Mars, both of which were formerly handled by WPP.
The TMICC transition, meanwhile, hasn’t been without its bumps in the road. Ben & Jerry’s co-founder Ben Cohen described a recent overhaul of its independent board that saw the removal of three directors as “Orwellian” to CNBC. Ben & Jerry’s frequently butted heads with Unilever over its strong stance on social issues and desire to preserve an independent board.
