Madden Re-ups With Ace

CHICAGO Ace Hardware has re-signed spokesman John Madden to a six-year-deal, according to the retailer. Terms were not disclosed.

Madden, a former National Football League coach and current ABC television analyst, has been the face of the Oak Brook, Ill., company for the past 18 years. As part of the new deal, Madden will continue to do voiceovers for Ace’s radio and television spots, and his image will appear in circulars and in point-of-sale displays.

“John’s personality and image continue to resonate with Ace customers, as evidenced from quarterly monitoring by Gallup that shows awareness levels and consumer association of John with Ace often exceed 80 percent,” said Frank Rothing, Ace’s advertising manager, in a statement. “Extending John’s involvement in many of Ace’s promotional programs strongly complements our other brand-building initiatives.”

Omnicom Group’s Goodby, Silverstein & Partners of San Francisco is the company’s lead advertising agency. The company spent nearly $50 million on advertising last year, according to Nielsen Monitor-Plus.