• by Steve McClellan  @mp_mcclellan, April 22, 2015

Carrabba’s Italian Grill has selected Fitzgerald & CO, part of Interpublic’s McCann Worldgroup, as lead strategic and creative agency following a formal review. The brand, one of the restaurant chains operated by Bloomin’ Brands Inc., spent nearly $30 million on ads last year according to Kantar. The incumbent was Boston-based MMB. “We’re looking forward to the [Fitzgerald] 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,” said Katie Knight who joined Carrabba’s last year as CMO.  The selection follows the decision last December by parent company Bloomin’ to shift its media agency assignment to Publicis Groupe’s MediaVest. Fitzgerald is based in Atlanta. Other clients include Coca-Cola, Navy Federal Credit Union, Pergo Flooring, Sony Mobile and Synovus.