Roles and Responsibilities

Government Advertising Management Process

Cabinet or its designated committee:

• Approves allocations for specific advertising initiatives
• Reviews campaign results for effectiveness

Treasury Board:

• Issues Communications Policy of the Government of Canada
• Manages the resources set aside for advertising
• Approves the allocation of funds to the departments responsible for each approved campaign based on a Treasury Board submission from the department

Privy Council Office (PCO):

• Supports Cabinet and its designated committees in setting priorities
• Chairs Government Advertising Committee (GAC)
• Challenges departmental advertising proposals on strategy, content, messages and evaluation, and facilitates regional allocations and tailoring
• Monitors Government advertising and provides periodic reports to Cabinet or its designated committee

Treasury Board Secretariat (TBS):

• Assesses, advises on, and processes the allocation of funds to departments through the Treasury Board submission process
• Posts funding allocations on TBS web site
• Develops communications policy and procedures governing advertising management

Public Works and Government Services Canada (PWGSC):

• Manages the advertising procurement process (creative agencies and the Agency of Record)
• Manages the Advertising Management Information System (AdMIS)
• Liaises with departments on advertising procedures
• Issues annual report (for general release) on government advertising activities and results
• Develops advertising training opportunities for departments
• Provides data to PCO for periodic reporting to Cabinet or its designated committee

Departments:

• Develop specific advertising proposals for consideration by Cabinet or its designated committee
• Prepare Treasury Board submissions for allocation of funds for approved initiatives
• Implement and evaluate advertising campaigns
• Train personnel (financial management and advertising competencies)
• Account for funds received for advertising in accordance with Treasury Board submissions and campaign approvals

Government Advertising Committee (GAC):

• Reviews and provides feedback to departments on advertising proposals they submit for funding
• Facilitates the development of horizontal initiatives involving multiple departments