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, Texas 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.