The Canadian government has appointed GroupM’s Government Practice, powered by EssenceMediacom, as its new media agency, replacing the previous agency, Cossette. This change follows Cossette's tenure since 2019.
The contract, effective from April 1, 2024, to March 31, 2027, includes the possibility of four one-year extensions. It encompasses a range of services, from media planning and strategy to buying, ad serving, verification, and reporting.
In the 2022-23 fiscal year, the Canadian government spent $67 million on media, with a significant emphasis on digital channels (71%). The GroupM team will be based in Montreal, under the leadership of Monique Brosseau, president of GroupM Quebec.