Government of Canada
Advertising Reforms
Presentations to ethnic media, February 24, 2005
The purpose of this presentation is to:
- Brief the ethnic media representatives on the Government
of Canada Advertising Reform Initiatives
- Provide information on the role of the Agency of Record
Acts & Policies that influence advertising…
- Financial Administration Act
- Official Languages Act
- Multiculturalism Act
- Federal Identity Program
- Communications Policy
- Common Services Policy
- Contracting Policy
The objectives of the new advertising management framework are
to…
- Establish a Centrally coordinated system
- Improve overall management of Government advertising
- Reallocate advertising resources to higher priorities
- Horizontal coordination aligned with priorities
- Reduce government spending
- Address recommendations by the Auditor General
- Increase disclosure and transparency
The key transparency features of the new advertising management
framework are…
- Posting of all approved advertising initiatives
on the TBS Internet site
- Posting of all advertising-related contracts (above $10K) on
Contracts Canada
- Annual report from PWGSC on the GoC’s advertising activities
- Annual report from PWGSC on the public opinion research activities
Responsibilities are shared …
- Central agencies approve the strategies, the content,
the messaging and the funding.
- Departments are responsible for the planning, the implementation,
the evaluation and reporting.
- PWGSC is responsible for the selection of advertising agencies
and the coordination of advertising activities.
Public Works and Government Services Canada Advertising Coordination…
- Maintains the advertising management information system
- Reviews all advertising requirements
- Reviews all media plans and creative
- Ensures compliance with Acts and Policies
- Coordinates the activities of the Agency of Record
- Provides advice to Departments and Agencies
- Coordinates information and training sessions
- Monitors and produces the annual report on advertising activities
Advertising Process
Creative/Production
- Ad agencies assigned to individual projects through
competitive process:
- Up to $75K – standing offers
- $75K to $750K – competition among pre-qualified suppliers
- Over $750K - full RFPs on MERX
- Institution works with the selected agency
- Remuneration is based on hourly rates and reimbursable costs
- Advertising Coordination provides ongoing advertising related
advice
- Procurement Services provide contract expertise
Factors taken in consideration at the media planning stage…
- Research
- Messaging
- Target Audience
- Demographics
- Timing
- Budget
- Media
- Media availability
- Circulation
- Reach
- Previous Evaluations
Media Placement Process
- Media Plan is approved by the Department
- Creative and Media Plans are reviewed by PWGSC-GISB for compliance
with the Official Languages Act and the Federal Identity
Program
- Work Authorisation and media plan is issued to the Agency of
record (AOR) by PWGSC-Procurement Services
- AOR actions the media plan (Negotiation, Buying, Verification
and Reconciliation and Payment of NET media space)
- AOR does not perform any media planning functions.
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