Doner Wins $30 Mil. in Outback Media

NEW YORK Doner has been awarded the estimated $30 million local media buying and planning business of Outback Steakhouse and Carrabba’s Italian Grill following a shootout with incumbent PHD, the client confirmed.

Doner, the Southfield, Mich.-based independent, will now handle media responsibilities for Outback, the chain of Australian-themed family restaurants, in 120 local markets. Outback operates 809 restaurants in the U.S. The chain is based in Tampa, Fla.

Doner was also awarded media responsibilities for Carrabba’s Italian Grill in the 70 local markets Carrabba’s serves. That work had also been with Omnicom Group’s PHD. Carrabba’s is a casual Italian restaurant with approximately 133 locations.

In the past month, both Doner and PHD made presentations to Outback; no other agencies were considered, an Outback representative said.

Doner’s Tampa office will handle both Outback and Carrabba’s.

Havas’ Media Planning Group continues to handle national media chores for Outback, while PHD remains on the roster for some local assignments.

Davidandgoliath in Los Angeles handles creative chores.

This story updates an item posted earlier today.