Magnum Moves to Lowe

NEW YORK Unilever is moving ad chores on its Magnum ice cream brand to Interpublic Group’s Lowe from sibling shop McCann Erickson, according to sources.

“There has not been a position taken on the Magnum account,” a client representative said Friday, adding that the brief is for the Magnum brand only—not all of the Unilever ice cream business at McCann. That said, Magnum is by far the largest global brand in Unilever’s ice cream portfolio.

All told, the company spends about $300 million annually on ads supporting its global ice cream products. Estimated overall agency revenue on that business is $20 million.

McCann officials declined comment on Friday.

Unilever’s announcement of the switch is expected by the middle of next week, per sources.

The impending shift came after a competition that finished up last month. McCann defended and Omnicom Group’s DDB was the other finalist, per sources. The London offices of the respective agencies led pitches.

Along with Magnum, Uniliver’s other major ice cream brand is Cornetto. The company’s ice cream business is run out of Rome.