If you run a marketing agency, you may want to pitch your services to the Canadian government. Additionally, if you have advertising opportunities available with your magazine, website, newspaper, or billboard company, you may also want to get in touch with the Canadian government. Here’s what you need to know about both of those options.
Annually, the Government of Canada selects an Agency of Record to develop its marketing plans and purchase media space. If you have an advertising opportunity, you need to reach out to this agency directly — as of 2018, the agency is Cossette Communication Inc. However, if you want the government to advertise with you, your opportunity must meet specific criteria. For instance, for the Department of National Defense, the advertising opportunity has to meet the following criteria:
- Targets Canadians ages 18 to 34
- Boosts the visibility of the Canadian Armed Forces
- Reflects the country’s diverse make-up
- Has built-in ways to track ad exposure and effectiveness
- Lets the DND use its own images and creatives
If those elements are in place, you just need to send the pitch to the marketing agency with a few extra details and hope for a response.
On the other hand, if you want to do marketing for the government, you have to follow a slightly different path. First, it’s important to note that although the government hires just one record of agency every year, it also sets up contracts for standing offers with multiple other agencies, and sometimes, the government has special proposals for small marketing campaigns.
To find out about opportunities, you can check the buyandsell.gc.ca website. This site has all of the government’s current procurement proposals. To find current opportunities, you simply hit the "active" icon on the home page, then you can narrow the search result using terms such as "marketing" or "advertising."
Good clients can be hard to find, and if you want a client with a variety of opportunities who never pays invoices late, you may want to try to establish a relationship with the Canadian government. It’s full of all kinds of departments and agencies with a variety of advertising and marketing needs.