Post Consumer Brands revealed on Monday that it has tapped Diamond to take over as the creative agency of record for its family of brands.

Diamond was selected following a competitive pitch process, with the agency now set up to work across Post’s full suite of brands. Diamond says the agreement will likely entail a handful of major campaigns throughout the year, based on Post’s priorities. Post’s brands include cereals like Shreddies, Honeycomb, Honey Bunches of Oats, Pebbles, Raisin Bran and Oreo Os.

“In setting out to select a new creative partner, we looked for an agency who had a passion for our mission. One where Post cereals held a place in the hearts of those who would work on our brands daily,” Post Consumer Brands senior director of marketing Mazen Sous said in a press release announcing the AOR decision.

Sous added that Diamond exhibited the heart that the company was looking for in an agency partner, and brought forward strong, innovative ideas.

The Diamond and Post agreement began this month, with the two sides saying new creative for the company is coming soon. There is no fixed term attached to the agreement.

The new remit for Diamond follows shortly after it was also appointed Canadian Blood Services’ AOR, earlier this month. Post Consumer Brands has worked with Publicis Groupe as the creative agency on past campaigns.