The Magnum Ice Cream Company (TMICC), the world’s largest ice cream company, today announced the appointment of Publicis as its new global media agency partner, following a comprehensive and competitive pitch process involving the world’s leading media agencies.
This strategic decision is a major milestone in TMICC’s transformation journey to become a standalone company while modernising its technology and digital landscape. Partnering with Publicis will empower TMICC to deliver relevant and timely marketing campaigns through a dynamic, occasion-based marketing strategy and harness advanced data-driven media planning.
“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 organisation. Their commitment to seamless execution will help us realise our vision for our global and local brands, accelerate growth and empower our teams to deliver excellence in every market. We look forward to redefining what’s possible together.” – Julien Barraux, Chief Creative Officer, The Magnum Ice Cream Company.
The new partnership will enable the company to anticipate trends and cultural moments, shaping campaigns for key brands like Magnum, the heart brand (Wall’s, Ola, Algida, Street’s) and Cornetto. From launching occasion-based social media, to local event activations and real-time digital promotions, we aim to engage consumers meaningfully worldwide.