Bloomin’ Brands Shifts Media Account to MediaVest

By Erik Oster 


Bloomin’ Brands has selected MediaVest to handle its media account following a review, Adweek reported yesterday. The most recognizable brand in the Bloomin’ empire is Outback Steakhouse, but other brands include Carrabba’s Italian Grill and Bonefish Grill. Annual media spending for Bloomin’ Brands is estimated at $150 million, according to Kantar Media.

Other finalists in the review included Mindshare and incumbent Carat, who had held the account since 2007. The review was managed by Joanne Davis Consulting in New York.


Bloomin’ Brands Chief Marketing Officer Michael Kappit cited “confidence in the quality of the team, insights on our brands and business building ideas” in a prepared statement about the appointment, adding, “We also felt a strong sense of connection with them.”

Update: This post previously mentioned Horizon Media as a review participant. This was an error. Horizon Media did not participate in this review.