• by Amy Corr  @MediaPostOTL, October 18, 2007

OSI Restaurant Partners awarded Carat its media account for Outback Steakhouse and Carrabba's. The $110 million win includes online and offline media planning and buying, outdoor, digital, direct mail and emerging media.

"We are delighted that OSI has recognized us as its media services partner. We look forward to leveraging all of our capabilities to propel OSI to the next level of growth," said David Verklin, CEO Carat Americas. "I am excited that OSI has embraced Carat's business model, vision and integrated approach."

Carat's sister agency, Posterscope USA, will handle outdoor work. Velocity Sports and Entertainment currently services the sports marketing account for Outback Steakhouse.

"Carat demonstrated a real energy and interest in understanding our brands and demonstrated they are well-suited to help meet our business goals," said Jody Bilney, CMO, Outback Steakhouse. "The agency took an integrated approach we believe will help us unlock and activate consumer behavior and drive customers to our restaurants."