Bloomin' Brands Puts $150 Million Media Assignment In Review

Restaurant holding company Bloomin’ Brands is conducting a media planning and buying review, the company confirmed Monday.

Dentsu Aegis Network’s Carat is the incumbent and will participate in the review, according to the client. Carat won the business in 2007 when it was still known as OSI. The company’s portfolio of restaurants includes Outback Steakhouse and Bonefish Grill.

Bloomin’ spent $150 million on ads in 2013, according to Kantar. For the first six months of 2014, the company spent more than $70 million.

A rep for the company confirmed the review, stating: “The media planning and buying for our portfolio has been under the great care of Carat since 2007. After seven years, we are conducting an agency review, a common practice after this significant period of time. Carat understands we have a responsibility to our brands to conduct this exercise and is participating in the review. The agency was named Partner of the Year in 2011.”

Other brands in the Bloomin’ portfolio include Carrabba’s Italian Grill, Fleming’s Prime Steakhouse & Wine Bar and Roy’s.

The company -- which went public in 2012 -- reported revenue of $4.1 billion in 2013, up nearly 4% from the previous year. Bloomin' Brands claims that it is one of the world's largest casual dining companies with approximately 91,000 domestic employees and more than 1,500 restaurants throughout 48 states, Puerto Rico, Guam and 21 countries.

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