Carrabba’s Italian Grill Names Fitzgerald & Co. AOR

By Erik Oster 

Bloomin’ Brands chain Carrabba’s Italian Grill has selected Fitzgerald & Co. as its new agency of record following a review, Adweek reports. The agency, a McCann Worldgroup Atlanta affiliate, takes over for incumbent MMB after defeating three undisclosed agencies in the review.

The move follows the appointment of Katie Knight as the brand’s new chief marketing officer in October, as well as Bloomin’ Brands moving its media account to MediaVest in December. “We’re looking forward to the team’s strategic and creative expertise to help differentiate the brand in the marketplace, strengthen our relationship with our consumers and drive our business forward,” Knight told Adweek.

Carraba’s Italian Grill spent $29 million on measured media in 2014, according to Kantar Media. Fitzgerald’s first work for the brand is expected in the first half of next year.