Magnum Ice Cream

While I worked at McCann, I was Ms Unilever. As well as other responsibilities, I was Global Head of Strategy and then Global Management Lead across the agency's Unilever business.
A key highlight of that was when we won the Magnum business with the mandate of building a $billion dollar brand in 5 years to rank alongside Unilever's other mega brands - Dove and Persil.
I tend to be seen as the planner who gave Magnum its unique twist. Vs what had been a snacking proposition primarily for men, I identified a bigger opportunity in the Personal Indulgence space of Intense Sensual Pleasure, primarily for women, providing a little bit of luxury in the everyday and bringing adult chocolate credentials into ice cream. This in itself was a revolution in a predominantly kiddy mainstream category.
This spawned a raft of new product platforms, 360 campaigns and creative briefs over a 10 year period, resulting in $billion status 2 year's ahead of plan, and delivering some of the agency and client's most awarded campaigns and daring creative.