Evidence of meeting #54 for Government Operations and Estimates in the 40th Parliament, 3rd Session. (The original version is on Parliament’s site, as are the minutes.) The winning word was advertising.
A recording is available from Parliament.
12:20 p.m.
Director, Advertising Coordination and Partnerships, Department of Public Works and Government Services
Canada Post is not within our jurisdiction, unfortunately.
12:20 p.m.
Conservative
Paul Calandra Conservative Oak Ridges—Markham, ON
Thank you for coming.
It's ironic, because on the one hand you have the opposition claiming we're a secretive government, but you're here today because they're also telling you that we advertise and we communicate too frequently with people. They are upset that we communicate too frequently about changes to taxes, with respect to the economic action plan, and the budget.
I note that when we talked about the economic action plan and the stimulus, we were told that we weren't telling people what's going on. Then when we worked with our provincial partners to advertise and put up signs at all the locations so people could see the progress in action, we were told they didn't want us telling people what was going on, that's not what they meant.
So it's very difficult for you. Especially in this committee over the last year or so, the public service is brought in and they are told this and that with respect to the West Block construction, and then we find two, three, four layers of accountability is built in. With the G-8 and G-20, layer after layer of accountability is brought in.
What I find most offensive, to be honest with you, is the wording that comes from some of the members of the opposition. Earlier in his questioning Mr. Regan used the word “regime”. I don't know if he's being funny or if he just has a complete lack of respect for the public service, as opposed to me. I think the public service is doing a spectacular job. It's just a commentary on the fact that when he says things like that, and when the Liberals in particular say things like that because they think they're being funny or they think they can score some cheap political points, what they're really saying is that they don't trust the public service, the professional public service. And we've seen it time and time again in this committee over the last year.
I'll say this. I think you've done a spectacular job. This has been a very difficult couple of years. We've been focusing on jobs and the economy. I know that's not what the opposition has been focusing on.
When it comes to advertising, you look at H1N1. We're being criticized for spending on H1N1.
On August 12, 2009, the opposition issued a press release saying the government should spend more on communicating with respect to H1N1. They repeated that on November 3, 2009. The leader of the opposition in the House of Commons said the government needed to do more to communicate to people what's going on, and yet you're brought here today and told you shouldn't have spent $23 million telling people about H1N1; you shouldn't spend money telling people about elder abuse; you shouldn't spend money telling victims of crime where they can go to access help and information; you shouldn't be told about jobs and the economy; you shouldn't be telling people you can access tax cuts and the changes that have happened as a result of the budgeting process; you shouldn't tell homeowners that you can get a tax credit for the work you're doing at your home.
For some reason, these are all bad things. You know what? After a decade of darkness and misery in the Canadian armed forces, this government put in an action plan to restore the pride and the effectiveness of the armed forces--but we don't want people to know about it, so don't tell people about it. We can buy this new equipment, give them the resources they need, but let's not do anything to recruit more people.
I know it frustrates the opposition to no end that this has been a government that has been extraordinarily accountable and effective with people's money, but just to go back, how do you ensure the integrity of the contracting process when you do your advertising?
12:25 p.m.
Director, Advertising Coordination and Partnerships, Department of Public Works and Government Services
First of all, all the contracting for advertising services goes through one group, and that's Public Works and Government Services Canada. Right there it enables one group to ensure they are following all the principles of open, fair, and transparent government.
Every contract for advertising services is awarded on a competitive basis. We worked to put in a series of tools that are at the disposal of departments. For instance, we already talked about the agency of record. That contract was let after a national competitive process.
We now have a series of three sets of instruments that departments use: standing offers for services up to $350,000; they also have access to companies that have been pre-qualified on supply arrangements; and departments can also ask PWGSC to run a full RFP process on MERX.
As I said, every contract is awarded competitively, and it's done on a two- or three-year cycle to ensure there's a rotation, and it's open to as many suppliers as want to apply.
Further to that, we have....
12:25 p.m.
Director, Advertising Coordination and Partnerships, Department of Public Works and Government Services
Sorry.
12:25 p.m.
Liberal
12:25 p.m.
Bloc
Diane Bourgeois Bloc Terrebonne—Blainville, QC
Thank you, Mr. Chair.
Ladies and gentlemen, let's be very clear about this. We have no intention of blaming you for anything. We're here to try and understand the process and what happens in the case of all government communications.
Yesterday, I logged on to Canada's Economic Action Plan website. It contains photographs of average Canadians, which gives the impression that the site is intended for the average Canadian. An explanation is given of the policies associated with the Economic Action Plan. If you check out the site further and click on some of the additional photographs, you come across a series of photos promoting either the prime minister or ministers. These are the kinds of photographs and observations normally found on departmental websites.
So then, you can see why we have some major issues with this approach. We know that these were not your decisions. We know that you must comply with policies and follow orders. That's what has been said and reported by the media. We're merely trying to delve into this a little further and to get more information, so that we have a clearer picture.
When Ms. d'Auray appeared before the committee, she was accompanied by Simon Kennedy. My colleague probably mentioned that earlier. Simon Kennedy told the committee that the government's Economic Action Plan website is managed by the Privy Council Office. You are telling us that the Privy Council Office in fact decides what material is posted on a website like the Economic Action Plan website.
That said, did I understand correctly that the office has dealings with Cossette Communication? No? Earlier, I thought I heard the name Cossette mentioned. Why has the name Cossette Communication come up?
12:30 p.m.
Assistant Secretary to the Cabinet, Communications and Consultations, Privy Council Office
There are two different things here. The website for the economic action plan is not advertising. Advertising for the Government of Canada is all done through Cossette. The website is not advertising. It's not considered advertising.
12:30 p.m.
Bloc
Diane Bourgeois Bloc Terrebonne—Blainville, QC
Cossette Communication coordinates advertising for the Government of Canada. Is this the same agency mentioned in connection with the previous government?
12:30 p.m.
Director, Advertising Coordination and Partnerships, Department of Public Works and Government Services
March 10th, 2011 / 12:30 p.m.
Director, Advertising Coordination and Partnerships, Department of Public Works and Government Services
We have only been working with Cossette since 2004.
12:30 p.m.
Bloc
Diane Bourgeois Bloc Terrebonne—Blainville, QC
There is no connection here with Cossette Communication, a name that came up during the sponsorship scandal?
12:30 p.m.
Director, Advertising Coordination and Partnerships, Department of Public Works and Government Services
Cossette Communication was not working for the government at that time.
12:30 p.m.
Bloc
Diane Bourgeois Bloc Terrebonne—Blainville, QC
But, you're talking about the same agency. It was not working for the government then, but it is now. I see.
12:30 p.m.
Director, Advertising Coordination and Partnerships, Department of Public Works and Government Services
Cossette has been around for some time. It secured its first contract as an agency of record with the Government of Canada in 2004. It secured its second contract last year, following a competitive process.
12:30 p.m.
Bloc
Diane Bourgeois Bloc Terrebonne—Blainville, QC
That said, Mr. Chair, ladies and gentlemen, I'd also like to point out that on the Economic Action Plan website, mention is made of the prime minister and his ministers. The website even sings the praises of these ministers, including the minister of transport, if you can imagine. Reference is made to social media. Users are told to check our Twitter and YouTube. Who handles Twitter and YouTube?
12:30 p.m.
Assistant Secretary to the Cabinet, Communications and Consultations, Privy Council Office
Just to answer you, the economic action plan website is indeed coordinated by the Privy Council Office. It is because there were so many government departments that were part of the economic action plan. So you're right: Transport, Infrastructure, Human Resources and Social Development—a number of them.... That website—and I think Simon Kennedy probably referred to it as well—is the place you go to, and when you click through, it has all of the 134 measures that are there to benefit Canadians. It is the one stop for finding out about training or the home renovation tax credit.
But you're also right that it is the place in which, up top, when a minister makes an announcement—say it's in Transport, and it's on the economic action plan, we cross-reference between—
12:30 p.m.
Bloc
12:30 p.m.
Conservative
Ron Cannan Conservative Kelowna—Lake Country, BC
Thank you, Mr. Chair.
My thanks to our witnesses.
It's a pleasure to discuss an issue that's very near and dear to my heart. As a marketing management major, I made my living for many years selling advertising, both print and television. So I appreciate the insight from the government's perspective, knowing the importance of advertising in the private sector and the public sector alike.
On the agency of record, how does the process of selecting the contract and remuneration actually work? Just go through the tendering process. How long is this process awarded for?
12:30 p.m.
Acting Assistant Deputy Minister, Consulting, Information and Shared Services Branch, Department of Public Works and Government Services
It goes through the government purchasing site, which is MERX. We have an open national competition and everyone is able to bid. It's open and transparent. Based on the bids, a company is selected.
In this case, in April 2010 a communications contract was awarded on a two-year basis, with three one-year options. That is the way we've done it.
