Publicis to lead media strategy as Unilever’s ice-cream unit goes independent

In a strategic agency win, global communications network Publicis Groupe has been appointed media agency of record (AOR) for the newly independent ice-cream business carved out of Unilever, according to global reports.  The parent company had spent approximately US$34 million in media investment for 2024 for this unit.

The decision comes ahead of the spin-out of the ice-cream division, which houses leading brands including Magnum, Ben & Jerry’s and Cornetto into a standalone entity. Under the new arrangement, Unilever will initially retain a minority stake and the business will operate with greater strategic focus and its own operational agenda.

From an agency perspective, Publicis’ appointment signals a step-change, the ice-cream arm will now benefit from a dedicated media partner aligned to its transition, tasked with shaping how the brand portfolio is funded, planned and measured under the new standalone model.

Industry sources say the brief encompasses global planning and buying across digital, traditional video and out-of-home, plus building a new investment framework suited to the independent structure.

For Unilever, the separation (scheduled later in 2025) enables sharper management of its legacy ice-cream brands, freeing the business to accelerate innovation, premiumisation and channel expansion. The media brief to Publicis therefore becomes a key enabler of commercial strategy rather than simply tactical execution.

The assignment will begin immediately and run through the initial period of the spin-off. Publicis will support the business as it defines its media operating model, output metrics and growth assumptions under the new status.