Arcade bags regional Unilever Magnum account

Unilever's ice cream brand Magnum has appointed Arcade as its regional agency for digital and activation duties in Indonesia, Malaysia, Philippines and Thailand. The agency will help the brand work on its 25th anniversary and the campaign promises to celebrate the 'pleasure principle'.

The agency was appointed without a pitch for a period of four months. Work will be led out of the Singapore office.

Ricky Rosen, Magnum's regional assistant brand manager said: "There's huge potential for this brand in the region. More adults are looking for indulgent and premium pleasure. When we reviewed the agency proposals Arcade stood out as the one agency that understood the core drivers of both the market and the product."

According to a press release by the brand, sales of Magnum have grown in Southeast Asia over recent years, but Unilever plans to boost that rapidly on the back of a coordinated campaign from Arcade.

Launched originally in Germany and Belgium, Magnum was the first handheld ice cream targeted as a premium ice cream for adults.