• by Steve McClellan  @mp_mcclellan, December 23, 2014

Restaurant holding company Bloomin’ Brands has appointed MediaVest as its lead media agency after a planning and buying review, that began in September, the company confirmed Tuesday.

Dentsu Aegis Network’s Carat was the incumbent and participated 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.

Pending a signed contract, MediaVest, part of Publicis Groupe's Starcom MediaVest Group, will become the media agency of record effective February 5, 2015, Bloomin said. The shop will handle both off line and online media planning and buying duties according to the client.

Commenting on the appointment, Michael Kappitt, Global Chief Marketing Officer, Bloomin' Brands said: "All finalist agency teams did an outstanding job during the process. We would have been honored and excited to work with all of them. Our decision came down to 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. We look forward to our new partnership with MediaVest."

Bloomin hired Joanne Davis Consulting to assist with the review process. 

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.