The Magnum Ice Cream Company has appointed Publicis Groupe as its new global media agency after a formal review, the company confirmed today. 

Magnum was previously Unilever’s ice cream division, which was spun off into a separate company earlier this month. Magnum's brands include Ben & Jerry’s, Magnum, Wall’s and Cornetto, among others. 

WPP’s Mindshare was the primary incumbent for the account.  

Estimated media spend for the business is close to $80 million according to agency research firm COMvergence. 

Julien Barraux, chief creative officer, The Magnum Ice Cream Company issued a statement:  

“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. 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 organization.”