A story that precedes Gone Shopping, but one we love to tell that is a precursor to a lot of what we’re about. In her role as Global Planning director on McCann’s Unilever business, the work Dawn did on Magnum transformed a big brand into a $billion brand 2 years ahead of plan, disrupting the adult ice cream market and proving that brave thinking can achieve great results.

Magnum had been lacking any real brand soul or distinctiveness. Somewhere between a macho ice cream snack and a replica of Dove Bar, Magnum was liked at a rational
organoleptic level but fell short in emotional engagement.

Championing personal indulgence and targeting an empowered modern woman, Dawn’s thinking put deeply sensual pleasure into Magnum and luxury into what had been a kiddy ice cream category. A highly collaborative client agency team developed game-changing insight programmes, award winning creative and efficiency campaigns and record global sales for the category.