• Adweek, Monday, January 14, 2008 11:46 AM

Unilever has dumped Lowe from its massive Magnum ice cream account, giving the business instead to Interpublic sister shop McCann Erickson, insiders say. And while the move does not affect other ice cream brands, Magnum is the largest in the company's ice cream portfolio.

The company spends about $300 million annually supporting its global frozen treats with estimated agency revenue in the realm of $20 million. McCann isn't talking but a formal announcement of the switch is expected by the middle of the week. The shift comes after a review that wrapped up last month featuring McCann and Omnicom Group's DDB.

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