The World: Jakarta - Lowe set to win Wall's $300m ice-cream tug-of-war

Lowe Worldwide is expected to win the tug-of-war with DDB for Unilever's Wall's ice-cream in Asia-Pacific.

A review of the $300 million global Wall's business in January saw Lowe awarded the "impulse" products, such as Magnum, while "take-home" brands, such as Carte D'Or, went to DDB. However, a change of plan is likely to result in Lowe being assigned the entire business across Asia, with the exception of the Philippines, where DDB will be retained. Lowe will run the business out of its Indonesia office.

DDB said it was in talks with Unilever and was continuing to work on its ice-cream business in multiple markets in Asia.