Adweek reported Ace Hardware has launched a creative account review. GSD&M—an Omnicom shop and proud creator of Annie the Chicken Queen—has serviced the client since 2009. Look for Omnicom to use the pitch as an opportunity to revitalize Fathom Communications. Why, the holding company will dig into its full toolbox of tricks to retain the hardware chain.
Ace Hardware Has a Creative Review Underway
Retailer spends over $50 million in media annually
By Kristina Monllos
Ace Hardware is in the early stages of a creative review, according to sources, who said a request for proposals is likely out to agencies. It is not immediately clear how long the search will take or if the brand is using a consultant.
The home improvement retailer spent $57 million in media during the first nine months of 2014 and $52 million in 2013, according to Kantar Media.
GSD&M in Austin has handled the business since 2009. The Omnicom Group shop declined to say if it will defend the business.
The brand’s media business, which Spark has run since 2013, is not included in the review.
A representative for Ace could not be reached for comment.