How Sound Became Magnum's Most Valuable DBA | Inside The Magnum Ice Cream Company Marketing Factory
After decades under the Unilever umbrella, one of the world’s most iconic indulgent brands is striking out on its own. The mission? To build a marketing machine from the ground up that is lean, fast, and unapologetically intentional.
In this episode, Tobias Sparnaaij (Global Marketing Lead Masterbrand and Sticks Portfolio, Magnum) and Bruno Yanagui Gomiero (Global Planning Director, Lola MullenLowe) join host Dafni Prosalika (Partner, REBORRN) to uncover what makes this serially-awarded Marketing Factory so effective.
Watch to find out how a team of 13 people manages a multi-billion-dollar global flagship, the neuroscience behind "the drool factor," and the rare alchemy required to turn a lean client-agency duo into a powerhouse that wins big on the global stage.
In this episode, we discuss:
🎧 The Crack as a Sonic Distinctive Brand Asset (DBA):
From a post-production sound effect to a global brand system. How Magnum turned sound into a signal of quality, a media strategy, and a weapon to fight a 400% cocoa price increase.
🎧 The Brief That Rewrites Itself:
Why the best briefs are not fixed on paper. How what started as a sustainability brief became a campaign against private label copycats and how continuously challenging one another is this agency-client 10-year recipe for success.
🎧 The Lean Team Paradox:
13 people running a multi-billion-dollar global brand. How speed comes from structure and focus, and what a founder mindset in global FMCG actually looks like.
🎧 Engineering Craving Before the Shelf:
How Magnum builds anticipation in a category driven by impulse. Designing every asset to start the experience before the product is even in hand.
🎧 AI Needs a Role and a Reason:
Where AI accelerates thinking and where it compromises craft. A clear line between using technology to serve the idea and using it to replace it.
🎧 Consistency Enables Risk:
Why long-term brand assets are what make bold creativity possible. The hidden system behind campaigns that seem to break the rules.
Marketing Factories explores the world’s most effective marketing teams. Hosted by Dafni Prosalika (Partner, REBORRN). Produced by REBORRN in collaboration with Effie Europe and European Association of Communications Agencies (EACA).
