Unilever’s Birds Eye Wall’s unit has shifted the (estimated) $45 million global advertising account for its Magnum ice cream brand from Lowe Lintas & Partners Worldwide to its Interpublic stablemate McCann-Erickson Worldwide.

The consumer goods colossus attributed the move to the continuing consolidation of its roster shops around core brands, descibing the move as “a strategic, business-led decision which in no way reflects badly on the work Lowe Lintas has produced for the ice-cream group.”

Continued Unilever: “Lowe Lintas has recently won other Unilever business – the Bestfoods dressings and global margarine account [WAMN: 15-Feb-01]– as part of this reorganisation.”

McCann is no stranger to Birds Eye Wall’s business – it already handles the Carte D’Or, Cornetto, Solero and Calippo ice cream brands.

News Source: AdAge Global