Magnum Ice Cream Company names Publicis media AOR, with AI in focus

• The Magnum Ice Cream Company has appointed Publicis as its global media agency of record because 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. 

Following a proper separation from Unilever, TMICC is firming up a key agency relationship with Publicis. The partnership was positioned in the announcement as a very important step in realizing TMICC’s identity as a definite, 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, amongst others. Those offerings together represent a hefty chunk of world media spend, which Magnum is searching for to boost with the advantage of Publicis’ data-driven technology and AI solutions. 

“This is a pivotal step in our transformation journey and can mark a step change in our ability to achieve and have interaction 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 revolutionary and data-driven as the remaining 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, based on Adweek. 

The news adds to a string of wins for Publicis this 12 months. The ad-holding group has underscored that its strengths in AI and data are helping to draw latest 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, each 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 ceaselessly butted heads with Unilever over its strong stance on social issues and desire to preserve an independent board.