Post Consumer Brands has picked Jungle Media to handle media duties for its roster of brands in Canada.

Selected following a competitive RFP process conducted last year, Jungle has been tasked with leading media strategy, insight, planning and buying across traditional and digital channels in Canada. The agency will also work closely with Post’s creative teams to help guide the brands’ performance.

David Bagozzi, general manager, Canada and International, at Post Consumer Brands, said Jungle was selected because of its “collaboration, expertise in data and creativity, as well as [its] strong understanding of CPG business needs.”

In Canada, Post’s cereal brands include Pebbles, Shreddies, Honeycomb, Sugar Crisp and Raisin Bran. It also sells licensed brand cereals for the likes of Tim Hortons, Oreo and Chips Ahoy.

“We jumped at the chance because of the space these brands hold in the Canadian consumer’s mind,” said Stuart Galloway, VP of planning at Jungle Media, of the new assignment. The agency began a transition period to onboard the new work in November. “We really feel like an extension of the Post team, which is core to how we want to work at Jungle.”

Post most recently worked with Spark Foundry on traditional media and Media.Monks on digital, including on campaigns for the likes of Pebbles and Shreddies. The company consolidated its media partnerships with Jungle to drive deeper strategic thinking, enhance the creativity of its media planning and grow team engagement.

In Post’s most recent financial quarter, sales in the North American ready-to-eat cereal segment grew by 9.3% year-over-year, with an 11.2% increase in profits.