Bloomin’ Brands, the restaurant chain behind most recognizably Outback Steakhouse, Carrabba’s Italian Grill and Bonefish Grill, has selected Mediahub as its U.S. agency of record following a review launched in July, sources told Adweek.
Mediahub—Adweek’s 2017 U.S. Media Agency of the Year and the media arm of IPG-owned MullenLowe—deferred comment to Bloomin’ Brands.
A Bloomin’ Brands spokeswoman confirmed the win to Adweek, adding that “we are looking forward to working” with Mediahub.
The Tampa, Fla.-based company’s incumbent lead media agency, Publicis Media’s Spark Foundry, opted not to participate in the recent review, according to the sources. Spark Foundry declined to comment.
The review came down to finalists Mediahub and Dentsu Aegis Network’s Vizeum, according to sources, who told Adweek Havas was also involved at one point.
Read the full article on Adweek here.