2009-2010 Advertising Activities - Annual Report on Government of Canada

Chapter 1: The Year in Review

Fiscal year 2009-2010 was an extraordinary year. Two significant events affected Canadians across the country: the economic recession and the H1N1 influenza pandemic. Advertising played a pivotal role in informing Canadians about the government programs, services and safeguards put in place to help them.

Priorities

Government of Canada advertising is one of the tools available to departments and agencies to communicate their programs and initiatives to the public. Major advertising campaigns are aligned to the priorities set out in the Speech from the Throne and are approved by Cabinet. This is a key feature of the advertising management process.

Given the exceptional nature of 2009-2010, government advertising focused heavily on the government's top priority to rebuild the country's economy and, more specifically, to implement the Economic Action Plan. Many campaigns centered on informing individuals and businesses of the new measures and incentives available to help them weather the recession.

Early in the year, the H1N1 influenza pandemic emerged. The intense global media coverage that ensued made it necessary for the government to ensure the public had access to timely, accurate and unfiltered information about the risks and precautions.

Almost 57% ($77.2M) of the total amount spent on advertising in 2009-2010 supported these two events.

Ongoing programs, like those aimed at helping newcomers settle in Canada, raising awareness of social issues like elder abuse and illicit drug use, promoting Canada's national parks and historic sites and recruiting national police and defence personnel continued as the country worked to get back on its feet.

Canada's Economic Action Plan

In January 2009, the Government of Canada launched the Economic Action Plan (EAP) to stimulate the economy, restore consumer confidence, and provide support to Canadian families and workers most affected by the global economic downturn. By collaborating with local and commercial partners, the second year of the EAP's implementation sought to ensure short-term results by creating jobs and long-term growth through investments. A number of advertising campaigns fell under this umbrella plan. They included initiatives from the Department of Finance, Canada Revenue Agency, the Department of Industry, the Department of Agriculture and Agri-food and the Department of Human Resources and Skills Development. They offered information on the initiatives, services and benefits in the stimulus package, and invited Canadians to visit the Action Plan site.

Economic Action Plan - DEPARTMENT OF FINANCE

This image is an example of the style guide and program identifier developed for campaigns that feel under the Economic Action Plan umbrella. It features a white background with three arrows, blue, gray and green, pointing up. The words 'Canada's Economic Action Plan' are on the left of the arrows in white and blue with a black maple leaf.

As a way to identify all initiatives that were linked to the Economic Action Plan, the Department of Finance developed an overarching style guide and program identifier. This style guide was part of a unified communications approach meant to ensure the public was aware of projects in their communities that fell under the EAP umbrella. A dedicated website, Action Plan, was also developed to help the public find information on the programs and services of interest to them and to follow the progress of the Action Plan.

Department of Finance  Economic Action Plan website screenshot

Text description of "Economic Action Plan (Website screenshot)" is available on a separate page.

The messages were directed to all Canadians 18 years of age and older and segmented into two categories: those who needed help – individuals and businesses directly affected by the recession, and those looking for opportunity – individuals and companies who could avail themselves of specific measures to improve their situation and stimulate the economy.

The campaign was also designed to reach those who had the power and potential to build confidence in Canada's economy and promote a positive outlook for the future through word-of mouth. This group included decision makers, opinion leaders and the media. The media strategy included national television, print, radio and Internet. The campaign ran in four waves throughout the year: June, September, December and March.

Results indicated that up to 64% of people surveyed recalled seeing the ads and by March 2010, close to 18 million adult Canadians were aware of Canada's Economic Action Plan.

Home Renovation Tax Credit - CANADA REVENUE AGENCY

In the spring of 2009, Canada Revenue Agency (CRA) launched a campaign to promote the new Home Renovation Tax Credit (HRTC). The HRTC provided Canadians a one-time opportunity to claim a non-refundable tax credit on their 2009 income tax return for improvements made to their house, cottage or condo. Eligible expenses included goods or labour costs to transform or improve the property, such as a finished basement, upgraded kitchen or the addition of a patio. Projects considered to be routine maintenance did not qualify for the credit. The 15% credit, up to $1,350, applied to renovations costing anywhere from $1,000 to a maximum of $10,000 per household. The program was valid only on eligible expenses made between January 2009 and January 31, 2010.

Canada Revenue Agency  Home Renovation Tax Credit

Text description of "Home Renovation Tax Credit" is available on a separate page.

The goal of the advertising campaign was to inform Canadians of the program and encourage them to take advantage of the time sensitive offer. The campaign used a multi-media approach, incorporating television, print, Internet, digital screens and door danglers. It targeted homeowners aged 25 and over. The campaign ran in two waves, the first in July and August 2009 and the second in September and October 2009.

Canada Revenue Agency  Home Renovation Tax Credit

Text description of "Home Renovation Tax Credit (Point of sale colour advertisement)" is available on a separate page.

For greater impact, Canada Revenue Agency developed a unique partnership with national home improvement retailers. The partnership enabled Canadians to be reminded of the tax credit at the point of purchase. Formal partnerships were negotiated with Home Depot, RONA, Réno-Dépôt, Totem, Home Hardware, Canadian Tire, Sears Canada, Groupe BMR and TimBR Mart. These partners were selected because their presence across the country meant that the majority of Canadians had in-store access to information about the program. Partner stores displayed point-of-sale stands with specially-designed HRTC receipt envelopes. The envelopes were also featured in ads to reinforce the message that homeowners had to keep their receipts in order to claim the tax credit. Over three million taxpayers claimed the HRTC on their 2009 income tax returns.

Apprenticeship Grants - HUMAN RESOURCES AND SKILLS DEVELOPMENT CANADA

Human Resources and Skills Development Canada (HRSDC) mounted a campaign to promote the Apprenticeship Grants Program. The Program consisted of the Apprenticeship Incentive Grant and the Apprenticeship Completion Grant. The main objective of the campaign was to encourage more apprentices to complete their apprenticeship. The secondary objective was to encourage individuals to apprentice in the trades to meet future demands for skilled labour in Canada.

Department of Human Resources and Skills Development  Apprenticeship Grants

Text description of "Apprenticeship Grants - Human Resources and Skills Development Canada" is available on a separate page.

The campaign targeted apprentices who were enrolled, those who had recently graduated, and those who may be interested in apprenticing in a skilled trade. The emphasis was on youth aged 18 to 30 years. The campaign used a mix of radio, Internet and washroom ads at selected bars and restaurants. The media strategy also included an online video game component – a first for the Government of Canada. This was supported by research that showed that the targeted age group spent a significant amount of time playing games on networked consoles. The in-game component was designed for delivery through a connected platform for Xbox and Xbox360 consoles or on personal computers, and ran between February 8 and March 7, 2010. The media was limited to sports and entertainment games only. Violent titles were excluded.

Results showed that 17% of those surveyed recalled at least one of the ads, with 23% of those falling within the target age group. As of December 2009, over 125,000 eligible apprentices received an Apprenticeship Incentive Grant and 11,300 Apprenticeship Completion Grants were issued.

Helping Canadian Workers - HUMAN RESOURCES AND SKILLS DEVELOPMENT CANADA

The Helping Canadian Workers campaign was designed to raise awareness and participation in existing and new programs offered under the Economic Action Plan umbrella to help Canadian workers. The campaign, which ran in January and February 2010, had a national and a regional component. The national component focused on income support measures and, to a lesser degree, skills and training. The regional component focused specifically on skills and training, and enhancements to employment insurance and employment insurance benefits for the self-employed.

The campaign targeted the general population with a special focus on the workers who had been affected by the economic downturn. The national component featured television and Internet ads about income support and skills and training programs. It was supported by regional ads in print and radio that promoted specific regional Economic Action Plan initiatives for newly unemployed and self-employed persons.

Department of Human Resources and Skills Development  Helping Canadian Workers

Text description of "Helping Canadian Workers - Human Resources and Skills Development Canada "is available on a separate page.

Results showed that 61% of those surveyed recalled seeing at least one of the ads. During the campaign, the Action Plan website saw a 560% increase in page views, especially those about helping Canadian workers, career transition assistance, and apprenticeship grants.

Canadian Agricultural Loans Act - AGRICULTURE AND AGRI-FOODS CANADA

The Canadian Agricultural Loans Act (CALA) is a federal guaranteed loans program designed to make loans more accessible to producers. The program encourages investments in areas like new machinery, livestock, buildings and technology. Through the program, farmers are eligible for new loan guarantees up to $500,000. Agricultural cooperatives with a majority farmer membership are eligible for loans of up to $3 million for the processing, marketing or distribution of farm products.

An awareness campaign about the Canadian Agricultural Loans Act and its benefits ran for three weeks starting July 20, 2009. The objective was to promote the program and show producers and industry that, under the Economic Action Plan, the government was delivering on its commitments to make credit available to new farmers, to support intergenerational farm transfers, and to make more agricultural cooperatives eligible to receive loans.

The campaign was aimed at farmers and cooperatives across the country. Public notices were placed in farm publications, community weekly newspapers and selected daily newspapers. Brochures, along with other promotional items, were used at trade shows and given to individuals who wanted more information.

In response to the ads, the Canadian Agricultural Loans Act campaign received around 1,500 telephone calls from across Canada for further information on the program. Approximately 2,918 loans totaling $158 million were registered under the CALA program.

Agriculture and Agri-Foods Canada  Canadian Agricultural Loans Act

Text description of "Canadian Agricultural Loans Act" is available on a separate page.

H1N1 Citizen Readiness Campaign – PUBLIC HEALTH AGENCY OF CANADA

The earliest confirmed case of H1N1 influenza in Canada was in April 2009. The virulence of the disease and the volume of global travel increased concerns of public health officials. From the onset, H1N1 was the subject of intense news coverage that sometimes raised more questions than answers. Throughout 2009-2010, the Public Health Agency of Canada and Health Canada worked with provincial governments, international governments and health experts to provide clear, accurate information to Canadians on the virus and preventative measures to reduce the incidence of infection.

The H1N1 Citizen Readiness Campaign unfolded in two phases over a nine month period. Both phases were directed to the general population with special attention to higher risk groups like pregnant women and people with chronic medical conditions. Phase one of the campaign ran from May to August 2009. It focused on public awareness of the H1N1 flu virus in Canada, infection prevention and personal preparedness. Activities included print advertising in daily, weekly and Aboriginal community newspapers, transit ads in buses and on subways in major cities, a dedicated H1N1 Info-line, posters, Internet banner ads, outreach activities, and infection prevention messages on Twitter and Facebook.

Public Health Agency of Canada  H1N1 Citizen Readiness Campaign

Text description of "H1N1 Citizen Readiness Campaign" is available on a separate page.

In April 2009, a dedicated H1N1 hotline was established through Service Canada to answer the public's questions about influenza in general, avian influenza and pandemic. During the May to August period, a total of 11,298 calls were answered, with 29.9% of callers showing concern about symptoms, 20.5% asking about protection against infection and 12.6% about travel advice and warnings.

The second phase of the campaign ran from September 2009 to March 2010. It dealt primarily with personal preparedness and immunization. This phase included television, radio, print, transit, Internet advertising, distribution of Your H1N1 Preparedness Guide, and the mailing of H1N1 influenza information brochures to 10 million Canadian households. Some 1.7 million copies of Your H1N1 Preparedness guides were distributed through Service Canada and Canada Post outlets. Electronic versions were also available for download on the Fightflu.ca (www) website. To simplify things for Canadians, in this phase, ads began using 1 800 O-Canada as the primary telephone number. A total of 40,974 H1N1-related enquiries were received between October 2009 and March 2010. Calls peaked on October 28, 2009 with a total of 6,125 in one day, 96.4% of which came from the general public. More than 55.6% of callers got the toll-free number through brochures and publications, 13.2% from newspapers, and 10.3% from the Internet.

The Public Health Agency of Canada also worked with the Canadian Air Transport Security Authority to display infection prevention messages on screens in 24 Canadian international airports and with Transport Canada to distribute infection prevention behaviour posters and quarantine measures posters to 49 Canadian airports.

Given its expertise, the First Nations and Inuit Health Branch of Health Canada developed a tailored campaign for First Nations and Inuit audiences. Information specifically for First Nations and Inuit was included on the Fightflu.ca (www) website. Efforts included a print ad on infection prevention and preparedness for daily, weekly and biweekly Aboriginal publications; and, two radio ads, a Public Service Announcement, an Internet banner and a pamphlet, in English, French and Inuktitut for northern communities. Infection prevention posters were sent to Band council offices, Chiefs, hamlets, co-ops, northern stores, Inuit organizations, and 1,400 Aboriginal health-related organizations, including addiction programs, healing lodges and nursing stations.

The H1N1 outbreak required communications to be swift. Print and radio advertising, which is easy and fast to produce, proved the most efficient. The Internet also helped disseminate information quickly and was vital in helping Canadians find information about the H1N1 influenza online. About 95% of the visits to Fightflu.ca (www) were through referrals from other sites. The website received around 6.4 million visitors in total, with over 20 million pages viewed – 90% of this traffic was from Canadians.

Results from phase I showed that 32% of those surveyed recalled seeing the online, print and/or transit ads. Of those, 25% said they took infection prevention action, including washing their hands with soap for a longer period of time and coughing in their sleeves. Results from phase II indicated that 83% of those surveyed recalled seeing the television, radio, and/or newspaper ads. Of those, 29% said they took action with a majority stating they got vaccinated or planned to get vaccinated.

The Public Health Agency's marketing team was selected to receive a 2011 Blue Pencil and Gold Screen Award from the US National Association of Government Communicators for its work with the Centers for Disease Control and Prevention on a joint billboard that was featured in Vancouver during the Olympic and Paralympic Winter Games 2010.

Public Health Agency of Canada  Your H1N1 Preparedness Guide

Text description of "Your H1N1 Preparedness Guide" is available on a separate page.

Public Health Agency of Canada  H1N1 Citizen Readiness Campaign

Text description of "Know What to Do to Fight the H1N1 Flu Virus" is available on a separate page.

Ongoing Business

National Defence Recruitment - NATIONAL DEFENCE

The Department of National Defence continued to recruit for the Canadian Forces with its Fight with the Canadian Forces campaign, launched in 2006. The main objectives of the 2009-2010 campaign were to build and maintain awareness of full and part-time job opportunities in the Canadian Forces, to dispel myths about life in the Forces, and to motivate audiences to visit a Canadian Forces recruitment centre, the Forces.ca (www) website, or to call the 1-800 recruitment line. The campaign targeted young adults, primarily male, aged 18 to 24, and Canadians aged 18 to 34 interested in or already in a technical trade. To reach this audience, a combination of conventional and specialty television, cinema, out-of home, magazines, local radio, local daily and community newspapers, display banners, search engine marketing and partnerships with job websites were used.

In 2009, the third execution of the Fight campaign won three marketing awards including the bronze medal in the much coveted Best Television Commercial category. Results showed that recall rates among the target population were high, with 61% of those aged 18 to 24 and 57% of those aged 25 to 34 recalling at least one of the ads. Fiscal year 2009-2010 was the most successful recruiting year in recent Canadian Forces history. The Canadian Forces were able to find suitable full-time employment for 7,503 Canadians, achieving 101% of its Regular Force recruiting objective. In addition, 86% of its Reserve Force recruiting mandate was achieved with a total of 5,259 new part-time Reserve Force members.

Department of National Defence  National Defence Recruitment

Text description of "National Defence Recruitment" is available on a separate page.

Services to Newcomers - CITIZENSHIP AND IMMIGRATION CANADA

Citizenship and Immigration Canada launched its Services to Newcomers campaign in February 2010. The purpose of the campaign was to inform newcomers about Government of Canada services available to help them succeed in making a new home in Canada. The campaign targeted newcomers located in large urban centres who had been in Canada less than five years. The campaign ran from February 15 to March 31, 2010. It used a variety of media including ethnic television, mainstream and ethnic newspapers, the national magazine Canadian Immigrant, and online banners on several ethnic and job search websites. The campaign was translated into 16 languages for print, nine for television and eight for Internet. Over 509,000 Services to Newcomers booklets were mailed, reaching approximately 925,000 permanent residents. Another 4,000 booklets were requested through Service Canada.

Citizenship and Immigration Canada  Service to Newcomers

Text description of "Citizenship and Immigration Canada" is available on a separate page.

Results indicated that 44% of newcomers recalled seeing at least one of the ads. Of these, 30% said they did something after seeing the ad, most either applying for a job, job training or service (26%), or going to school or language classes (26%).

Elder Abuse - HUMAN RESOURCES AND SKILLS DEVELOPMENT CANADA

The Government of Canada established the Federal Elder Abuse Initiative to help seniors and others recognize the signs and symptoms of elder abuse and to learn about available support. Human Resources and Skills Development Canada launched an awareness campaign in spring 2009. The purpose of the campaign was to increase the public's knowledge of elder abuse and its role in helping identify the signs, and to let seniors know about the help that is available and where to find it. The campaign targeted adults aged 40 to 64, seniors aged 65 and up, and frontline and community services professionals.

The campaign ran twice during the year. The first flight ran for two weeks in June and honoured World Elder Abuse Awareness Day on June 15. The second ran for four weeks in October and brought awareness to the International Day of Older Persons on October 1. The campaign included a variety of media. Television was the primary medium because of its ability to create emotional connections and reach a broader audience. Because Internet use among baby boomers and caregivers is high and use among seniors is growing rapidly, the fall flight was supported by Internet ads as well as magazine ads.

Human Resources and Skills Development Canada  Elder Abuse

Text description of "Elder Abuse" is available on a separate page.

Results showed that 58% of those surveyed recalled seeing at least one of the ads. Furthermore, of the total number of Canadians who recalled seeing the campaign, a significant portion were able to remember the types of elder abuse (psychological, financial and physical) portrayed in the TV commercial – a critical element of the campaign strategy. Of these, 9% said they took specific action as a direct result: 72% said they discussed the ads with others, 4% called or visited their mother, and 3% called 1 800 O-Canada to order a brochure.

The advertising agency supporting the Elder Abuse Advertising campaign won The Excellence in Communication Leadership (EXCEL) Award for the Social Responsibility campaign category at the 2010 International Association of Business Communicators Ottawa Excel Awards Gala.

Keeping up with Trends

Social Media

Social media has changed the way Canadians communicate. Information now spreads more quickly than ever. A lot of work is being done to adapt this new technology for government. The Applying Leading Edge Technology Working Group is a committee of communications practitioners from across the federal government who are conducting research and providing recommendations and tools on the use of new media within government. Through the use of GCPedia – the Government of Canada's online collaborative encyclopedia – the working group publishes working documents and tools aimed at helping departments with their social media initiatives.

The example below, provided by the Department of Veterans Affairs, illustrates a good example of how the use of social media as a complement to an advertising campaign can contribute to targeting audiences, increase participation at an event, and therefore, increase visibility.

Remembrance on YouTube and Facebook - VETERANS AFFAIRS CANADA

Veterans Affairs Canada launched the fourth successful year of its Remembrance Campaign. The campaign prompted the public to show support for Canada's veterans by becoming involved in remembrance activities both during Veterans' Week (November 5-11, 2009) and beyond. The campaign was directed to the general public aged 19 to 54, with a special emphasis on young people aged 12-17. The secondary audiences were traditional and modern-day Veterans, Canadian Forces members and their families, and survivors. The campaign asked “How will you remember?” and encouraged Canadians to make remembrance something they did, not just something they felt. Not only did Canadians take up the challenge, they shared their stories.

This image is a bilingual word cloud in the shape of a poppy.  The words, which are written in varying fonts and different shades of red, include things like: 'Share', 'Honorer', 'Enseigner', 'Honour', 'Partager', 'Talk', 'Teach', etc.  At the centre of the word cloud is a black circle, mimicking the centre of a poppy.

The campaign was designed to increase public awareness of Canadian service in times of war, military conflict and peace, with thoughtful reflection on the contribution of our modern-day Veterans and Canadian Forces members. It included national conventional and specialty television and an Internet presence on the Veterans Affairs website, Facebook and YouTube. The department also created successful media partnerships with MuchMusic and MusiquePlus, and expanded distribution through VideoEgg, an online advertising network. Youth were encouraged to create a video using multi-media snippets that were selectively distributed on DVD through the department's website, regional offices and the Terry Fox Canada Youth Centre. To measure the use of the virtual snippets, Veterans Affairs provided keywords like “remember”, “honour”, “nation”, “heroes”, “pride” and others for youth to include in their videos and social media activities.

The social media component of the campaign drew a lot of attention from other government departments, the media and the public. The English Facebook page for the campaign started with 849 fans on October 25, 2009 and grew to 166,617 fans by November 21, 2009. Surprisingly, 5% of these fans were from the United States, the United Kingdom, Australia and Germany. During this same period, the page had received 6,869 wall posts, a significant increase from the 10 wall posts at the start of the campaign. The Remembrance YouTube channel was viewed 43,875 times in Canada and 2,143 times throughout the rest of the world. By the end of November, the vignettes themselves had been viewed 31,643 times.

The campaign's success was substantiated by the level of public participation on the Remembrance section of the department's website and increased attendance at Remembrance events during Veterans' Week. Of the 35% of survey respondents who recalled seeing the television ad, 29% took action by wearing a poppy, making a donation, attending a ceremony or talking with friends and family about remembrance.

Veterans Affairs Canada  Remembrance on YouTube and Facebook

Text description of "Veterans Affairs Canada" is available on a separate page.

Government of Canada Advertising Process

A well-managed process

The Government of Canada advertising process ensures that advertising activities comply with government priorities, meet the communication needs of Canadians, comply with government acts, policies and procedures, and provide value for money. Clear roles and responsibilities are outlined in the planning, approval, execution, evaluation, and reporting stages of the process.

Every year the advertising cycle starts with institutions working with the Privy Council Office (PCO) to prepare proposals for major advertising campaigns in support of government priorities. PCO consolidates the proposals into an annual advertising plan, for Cabinet approval, that outlines campaign themes and spending levels. Treasury Board approves the funding. Once approved, departments and agencies manage their own campaigns. Public Works and Government Services Canada (PWGSC) issues all advertising-related contracts, provides advice and support to departments and reports on government wide expenditures. The Privy Council Office provides oversight throughout.

"This pie chart has been modified from the PDF version in order to meet accessibility requirements."

A well-managed process

A larger image and a text description of "A well-managed process" are available on a separate page.

PCO

  • Asks departments to develop advertising proposals, based on government priorities;
  • Provides oversight throughout the process;
  • Approves advertising creative, messages, and media plans;
  • Reviews campaign results.

INSTITUTIONS

  • Work with PCO to develop advertising proposals that include: objectives, target audiences, measurable outcomes, and media strategies;
  • Work with PWGSC to contract an advertising agency to design creative and produce detailed media plans;
  • Manage budgets and pay for media placements;
  • Document, review and report on campaign results.

PWGSC

  • Contracts advertising agencies for departments;
  • Advises departments on the advertising-related acts, policies and procedures that must be followed;
  • Reviews creative and media plans for compliance with acts and policies;
  • Manages the Agency of Records (AOR) that purchases the advertising space and time identified in the media plans from institutions;
  • Tracks government-wide spending and produces an annual report;
  • Provides training to institutions.

Support from Public Works and Government Services Canada

Training and Development

Public Works and Government Services Canada provides advice, guidance and contracting services to departments that are advertising. Part of this means developing tools and opportunities for departments to strengthen their advertising skills and knowledge.

The advertising newsletter, Within Reach, is one tool. It is published quarterly and features articles, news, tips and trends from industry leaders, academics and the government advertising community. In 2009-2010, Within Reach celebrated its fourth year of publication. To mark the anniversary, it was given a new look, and format.

PWGSC also added an Ask the Expert forum to its line-up of training and development sessions. Departments are now able to benefit from one-on-one support from a subject matter expert in person, over the phone or Web.

The full curriculum of learning events, which were offered free of charge to public servants, was presented in a new Advertising Capacity Building Calendar. The calendar was published at the beginning of the fiscal year to encourage the community to include the sessions in their personal learning plans.

Some sessions were offered in webinar format to enable employees from various locations to participate off-site. Five such sessions took place in 2009-2010:

  • Facebook, Twitter and Online Communities: Strategies to Boost Your Bottom Line;
  • Understanding the Digital Marketing Services Cost Equation: A Comparative Overview;
  • An In-depth seminar on social media with Facebook Canada and the Association of Canadian Advertisers (ACA);
  • The Death of Newspapers is Greatly Exaggerated (presented by the ACA);
  • Social Networking: The Growing Threat to Businesses and Individuals.

In 2009-2010, PWGSC offered a total of 33 sessions to more than 500 public servants from various departments across government. On average, participants attended two sessions, with nearly 10% attending five or more sessions.

Procurement and Contracting

Public Works and Government Services Canada (PWGSC) manages the Government of Canada's Agency of Record (AOR) that purchases all advertising space and time on behalf of departments and agencies. The AOR helps the Government of Canada obtain cost savings by consolidating the buying power of many departments.

In 2009-2010, PWGSC launched an open competitive process for a new AOR contract, beginning in fiscal year 2010-2011. The Request for Proposal was posted on the government's electronic-tendering service MERX. Advertisements were also placed in industry magazines. The contract was awarded to Cossette Communication Inc.

PWGSC also issues all contracts for advertising planning and creative services. There are three primary instruments in place to make the procurement of these services easier for departments. They are: Standing Offers, Supply Arrangements, and Request for Proposals through MERXFootnote 1. In 2010-2011 PWGSC will be renewing the contracting tools.

Table Summary

This table is a list of Government of Canada Advertising Services Suppliers for 2009-2010, categorized by the different types of contracting tools (ex. National Standing Offers, Supply Arrangements, etc.). Asterisks indicate which suppliers were awarded contracts in 2009-2010.

Table 1 - Government of Canada Advertising Services Suppliers for 2009-2010
National Standing Offers Quiller & Blake Advertising Limited Footnote *
Target Communications/Compass Communications Inc. Footnote *
Ogilvy Montréal Inc. Footnote *
Allard Johnson Communications Inc. Footnote *
Acart Communications Inc. Footnote *
National Public Notice Standing Offers Day Advertising Group, Inc. Footnote *
Acart Communications Inc. Footnote *
National Aboriginal Set-Aside Standing Offers Poirier Communications LTD. Footnote *
First Communications Group
Supply Arrangements Acart Communications Inc. Footnote *
Allard Johnson Communications Inc.
Arnold Worldwide
Hewson Bridge and Smith Ltd./HBS Marketing Footnote *
Manifest Communications Inc.
Marketel/McCann-Erickson
Ogilvy & Mather Footnote *
Ogilvy Montréal Inc. Footnote *
OSL Communications Inc.
Palm + Havas Inc.
Supply Arrangement for Aboriginal Set-Aside Poirier Communications LTD.
Spirit Creative Advertising and Promotion Footnote *
Regional Standing Offers British-Columbia Region Prairies and Territories
  • McKim Cringan George Footnote *
  • Brown Communication Group
Ontario Region
  • Axmith McIntyre Wicht
  • Quiller & Blake Advertising Limited
QuebecRegion Atlantic Region
  • Target Communications/Compass Communications Inc.
  • Palm + Havas Inc. Footnote *
MERX Palm + Havas Inc. Footnote *
BBDO Canada Inc. Footnote *
BCP Ltee. Footnote *
Allard Johnson Communications Inc. Footnote *
Manifest Communications Inc. Footnote *
Ogilvy Montreal Inc. Footnote *
Acart Communications Inc. Footnote *
Ogilvy & Mather Canada Footnote *

Footnotes

Footnote 1

See Appendix for definitions of terms.

Return to footnote 1

Footnote *

Indicates Government of Canada Advertising Services Suppliers that were awarded contracts for 2009-2010.

Return to footnote *

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