If I may, I will use the rest of my colleague's time.
I worked in advertising for many years, and I can say this: there are always two parties, the client and the supplier. And you need both of them in order to make a product. I would imagine you know firsthand that you have to work in partnership with the subcontractor on an advertising campaign. I want to pick up on what Ms. Bourgeois was saying about the content or message and the medium, and draw a distinction. The medium is Canada's corporate identity, which you must adhere to. That medium holds the message or content, which must be prepared, of course. Do you work on the message with the subcontractor? Do you work on the crux of the message to be conveyed? You are not necessarily the only ones who have a say in the product. I am not sure whether you know what I mean.
Take the H1N1 crisis for example. The end result of your ad campaign cannot be attributed solely to what you brought to the table, but also to what your supplier brought to the table.