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Bloomin' Brands, the parent company of Outback Steakhouse, is reviewing its media planning and buying business.
The assignment also includes other casual-dining brands in the Bloomin' portfolio, including Bonefish Grill, Carrabba’s Italian Grill, Fleming’s Prime Steakhouse and Roy’s. Collectively, those brands spent about $150 million in media last year, according to Kantar Media.
The incumbent, Carat, is defending. When the Dentsu Aegis agency won the account in 2007, the other finalists were WPP Group’s Mindshare and independent Horizon Media.
A list has already been drawn up and Bloomin' executives will meet with prospective agencies this week, according to sources.
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