The Process

Planning a Campaign

Institutions work with the Privy Council Office to develop advertising proposals. The proposal provides a detailed overview of the advertising campaign, including its objective, key messages, and the government priorities it supports. Institutions also consult with other government institutions to identify possible common interest and opportunities for collaboration.

Securing a Contract

Once campaign and funding approvals have been given, the institutions choosing to work with an advertising agency consult with Public Works and Government Services Canada regarding contracting options for advertising services. These options include:

• a call-up against a Supply Arrangement;
• a Supply Arrangement; and
• a full competition through buyandsell.gc.ca to request proposals from advertising agencies.

Public Works and Government Services Canada issues all advertising-related contracts on behalf of institutions.

Working with an Advertising Agency

With a contract in place, the institution works with the advertising agency to produce campaign creative concepts and a media plan that are based on objectives identified in their advertising proposal.

Advertising campaigns must meet all related Government of Canada legislation, policies and standards, including those set out in the Federal Identity Program Policy, Communications Policy of the Government of Canada, Contracting Policy and the Official Languages Act and related policies and directives.

The institution approves production estimates and schedules, and is responsible for all administrative and financial procedures and documentation, including entering all required information in the Advertising Management Information System (AdMIS).

Testing the Creative

For large campaigns, the creative concepts are reviewed by Privy Council Office (PCO) and pre-tested with the target audience through focus groups. If changes to the creative concepts are needed, the institution works with their advertising agency to revise advertising materials appropriately as required.

Developing a Media Plan

The institution presents its final creative and media plan to PCO for review and approval, then submits it to Public Works and Government Services Canada for compliance with applicable legislation, policies, and standards.

Once reviewed, the media plan is entered into the Advertising Management Information System (AdMIS) and the institution receives a media authorization number also known as an ADV number from Public Works and Government Services Canada. The ADV number authorizes the Agency of Record to purchase the media space and time according to the media plan.

Evaluating the Campaign and Reporting Results

A post-campaign evaluation, using the Advertising Campaign Evaluation Tool (ACET), is mandatory for all advertising campaigns with a media component of $1,000,000. The evaluation tracks audience recall of the campaign and gauges audiences' understanding of - and response to - the advertising.

Read about Roles and Responsibilities.