Magnum Ice Cream Company picks Publicis as global media AOR - with AI at the core
Magnum Ice Cream Company (TMICC) has named Publicis its global media agency of record after a competitive pitch. The move comes as TMICC cements its identity as a standalone company following its separation from Unilever.
The portfolio is massive: Magnum, Ben & Jerry's, Cornetto, Klondike, Talenti and Wall's, among others. With that scale comes a serious media budget - and a clear mandate to get smarter, faster, and more predictive with data and AI.
What TMICC says will change
TMICC cited Publicis' strength in data and artificial intelligence to anticipate rising consumer trends and cultural moments. The goal is simple: reach ice cream buyers where and when craving strikes, with creative that matches the moment.
- Occasion-based social deployments
- Local event activations
- Real-time digital promotions
"This is a pivotal step in our transformation journey… As we move to embed advanced AI technologies across the marketing ecosystem and broader value chain, our partnership with Publicis will ensure our marketing is as innovative and data-driven as the rest of our organisation," said Julien Barraux, chief creative officer at TMICC.
Why marketers should care
Publicis has been vocal about AI supporting a large share of its connected media offering. TMICC tapping that engine signals where big CPG is headed: fewer broad bets, more moment-led activations driven by predictive signals and rapid creative rotation.
It also reflects a broader shift post-spin-off. TMICC is building its own operating model, tech stack, and decision rights - and choosing partners that can move quickly with it. Expect faster experimentation cycles, tighter measurement, and bolder local plays to win share in-season and in-week.
Competitive context
Mindshare (WPP) previously handled media for the ice cream business while under Unilever. WPP competed in the pitch, but Publicis ultimately won the account. That adds to a run of recent wins for Publicis, including major media assignments moved from WPP.
A note on governance
TMICC's transition hasn't been entirely smooth. Ben & Jerry's has faced board changes and public scrutiny, with recent comments from co-founder Ben Cohen describing a board overhaul as "Orwellian." For comms and brand teams, it's a reminder: bold media and AI moves work best when paired with clear governance and consistent brand values.
What you can copy for your 2026 media plan
- Build an occasion-map, not just a calendar: Identify micro-moments (office break, late-night Netflix, weekend park visit). Tag creative, offers, and channels to each moment.
- Wire creative for speed: Pre-approve modular assets (product, flavor, CTA, offer, price) so media can swap elements in near real time without new approvals.
- Local beats generic: Pair regional weather and event data with store availability. If shelves are stocked near a stadium or beach, push proximity ads with timely offers.
- Use AI where it actually pays off: Trend forecasting, audience clustering, creative iteration, and budget reallocation. Keep a human in the loop for safety and taste.
- Measurement that earns more budget: Set a clear testing ladder (geo holdouts, incrementality, MMM plus short-term lift). Report wins by occasion and region, not just by channel.
- Guardrails first: Codify brand and legal guardrails into prompts, templates, and workflows so speed doesn't create risk. Train teams before you scale.
Questions to ask your AOR right now
- Which trend signals are strongest for short-term demand in my category, and how are those fed into planning weekly?
- How will AI optimize creative variants by audience and moment without blowing up production costs?
- What's our plan for local activations at scale - data sources, playbooks, and QA?
- How are we proving incrementality beyond last-click (geo experiments, matched markets, MMM)?
- Which AI tools are approved, what data do they touch, and how is compliance managed?
Bottom line
TMICC's media shift is a clear signal: big brands are moving from broad, calendar-led plans to moment-led systems fueled by data and AI. The winners will be the teams that pair smart signals with fast creative, local execution, and measurement that's trusted by finance.
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