GroupM has created a new division focused entirely on delivering best-practice government communications. It’s the third such specialized offering introduced by GroupM this year following one for sports and another for entertainment.

Based in Montreal and led by Monique Brosseau, president of GroupM Quebec, the new Government Practice will harness expertise from across GroupM’s agencies including EssenceMediacom, Wavemaker, and Mindshare, and draw on experience from government work in 30 countries around the world.

Over the last few years, GroupM has gained deep understanding of the unique needs of government clients by working with multiple government agencies and ministries at all levels, said Kevin Johnson, CEO of GroupM Canada, in a release. “Our focus is on providing government clients with the ability to reach all Canadians, which isn’t just broad reach, but highly intelligent and targeted outreach to distinct audiences across the country.”

The Government Practice is also nicely aligned with GroupM’s “Responsible Investment Framework,” which has five pillars: brand (and public) safety, platforming diverse voices and inclusive representation, the ethical use of data and application of AI to advertising, investment in responsible journalism and news, and decarbonizing the media supply chain.

“This initiative reinforces GroupM’s commitment and passion to delivering outstanding government communication services,” said Brosseau. “We are dedicated to helping our government clients connect with their audiences in a timely and relevant way, contributing to their success and the welfare of all Canadians.”