For Ace, a new creative ad agency

Ace Hardware named Chicago-based O’Keefe Reinhard & Paul as its strategic and creative advertising agency.

OKRP will replace Omnicom’s GSD&M, which has held the role of lead agency for Ace since 2009.

“We met with many quality agencies during our review and OKRP set themselves apart in a variety of ways,” said Jeff Gooding, senior director of consumer marketing for Ace. “Their insights and straightforward, no nonsense creative fits well with who we are as a brand and how we communicate to our target audience. Beyond that, the entrepreneurial spirit and will to win that OKRP possesses matches perfectly with Ace’s culture and the thousands of independent Ace store owners across the country.”

Other clients of OKRP include Big Lots, YUM Brands and Turtle Wax.

The move comes as Ace is increasing its advertising spending. Earlier this year at the co-op’s spring convention, executives pointed to a 2015 media spend of $55 million -- about twice what it was three years ago.

According to an Ace spokeswoman, the co-op has no immediate plans to many any changes to its current "Ace House" campaign.