The Government of Canada has selected GroupM’s Government Practice Powered by EssenceMediacom as its new media agency of record. The incumbent agency was Cossette, which won the previous contract in 2019.  

The Public Services and Procurement Canada contract runs from April 1st, 2024 to March 31st, 2027, with the option to extend the contract by up to four additional one-year terms. 

The contract covers services across media planning and strategy, buying, as well as ad serving and trafficking, ad verification and reporting. 

For fiscal year 2022-23, the government reported spending $67 million on media placements, with 71% allocated to digital and 29% allocated to traditional media.