The World: Seoul - TBWA\ awarded $6m Outback Steakhouse account

Outback Steakhouse Korea has appointed the TBWA\ agency in Seoul to handle its $6 million account.

TBWA\ takes over from the incumbent agency, Phoenix, following a pitch that also included Cheil Communications and JWT.

Outbreak Steakhouse, which launched in South Korea ten years ago, has more than 90 outlets across the country.

Its strategy is to differentiate its restaurants by offering quality food and service, generous portions, moderate prices and a casual atmosphere suggestive of the Australian outback.