Bloomin' Brands is moving on.
After seven years with Carat, the parent company of Outback Steakhouse, Bonefish Grill and Carrabba's Italian Grill has completed a review and shifted its media business to MediaVest. Annual media spending totals $150 million.
Carat defended and was among a handful of finalists for the account. Joanne Davis Consulting in New York managed the process.
In a statement about the selection, Bloomin' Brands chief marketing officer Michael Kappit cited "our confidence in the quality of the team, insights on our brands and business building ideas. We also felt a strong sense of connection with them."
Kappit, a former marketing leader at Outback and Burger King, became the marketing chief at Bloomin' in December 2013.
MediaVest, a unit of Publicis Groupe's Starcom MediaVest Group, also works for the likes of Procter & Gamble, Mondelez, Coca-Cola, Honda and Walmart.