The quaker Oats Company of Canada has named Harrod & Mirlin of Toronto as winner of the agency search started in January.

h&m will be responsible for creative and media planning for Instant Quaker Oatmeal, Quaker Quick and One-Minute Oats, and Quaker Harvest Crunch Cereal.

The assignment had been with the Toronto and Montreal offices of Ogilvy & Mather for 10 years.

But o&m resigned the account last December after picking up the adult cereals business of Kraft General Foods through an agency consolidation.

h&m is affiliated with Marketel of Montreal through its parent company, McCann-Erickson Advertising.

The rest of the Quaker Oats account is with Vickers & Benson of Toronto and includes granola bars, Gatorade, Cap ‘n Crunch cereal and pet foods.