Publicis Groupe has been appointed to lead global media strategy for Unilever’s soon-to-be-independent ice-cream business. Following Unilever’s decision to separate the unit, Publicis will design a new investment and communications framework, guiding brands like Magnum and Ben & Jerry’s through a fresh chapter of creative growth and strategic transformation.
In a major development in the global marketing and FMCG landscape, Publicis Groupe has been appointed to lead the media strategy for Unilever’s newly independent ice-cream business, marking a significant new chapter for both the advertising giant and one of the world’s most beloved frozen treat portfolios.
The appointment comes as Unilever officially separates its ice-cream division — which includes globally iconic brands such as Magnum, Cornetto, Wall’s, and Ben & Jerry’s — into a standalone company. The move, first announced earlier this year, is part of Unilever’s broader restructuring strategy aimed at creating sharper business focus and operational agility across its various consumer segments.
As the media partner, Publicis will develop a new global investment and communications framework tailored to the needs of the independent ice-cream entity. The agency’s role will encompass media strategy, planning, and performance optimization, with an emphasis on creating cohesive global campaigns that retain the emotional power of Unilever’s legacy brands while enabling greater local market flexibility.
The new partnership underscores Publicis Groupe’s growing influence in global media transformation, particularly in navigating clients through complex organizational shifts. For the newly independent ice-cream company, the collaboration signals a renewed focus on innovation, brand storytelling, and consumer engagement — areas seen as critical for growth in an increasingly competitive global market.
Industry observers say the decision reflects Unilever’s commitment to building a purpose-driven yet agile business model for its ice-cream unit. By partnering with Publicis, known for its integrated approach combining data, creativity, and media technology, the brand aims to accelerate its transition into an independent powerhouse with a distinctive identity and sharper market focus.
Unilever’s ice-cream division, long recognized as a category leader in indulgence and innovation, has played a pivotal role in the company’s global portfolio. The spin-off will allow it to operate with entrepreneurial agility, making faster marketing and investment decisions while continuing to expand its footprint in both mature and emerging markets.
For Publicis Groupe, the win adds another marquee global account to its roster and deepens its relationship with one of the world’s largest advertisers. The agency’s remit will include developing a comprehensive investment framework designed to balance global consistency with local creativity — ensuring that each brand in the ice-cream family maintains its unique tone while benefiting from unified strategic direction.
The partnership also highlights a broader trend in the industry: legacy FMCG giants moving toward more focused, category-specific business structures, supported by agile media and creative ecosystems. As the ice-cream category continues to evolve with changing consumer preferences and sustainability goals, Publicis’s task will be to help the newly independent unit craft a future-forward media strategy grounded in cultural relevance and responsible growth.
With this move, Unilever’s ice-cream division steps into its next chapter as a standalone global player — one ready to balance the joy of indulgence with innovation, purpose, and precision marketing. And with Publicis leading its media strategy, that journey is set to begin with renewed momentum and clarity.
