Annual Halifax Citadel Reception

Join Us On 3 October 2023

Samuel Associates, in collaboration with our partners and sponsors, warmly invites all DEFSEC Atlantic delegates to the Annual Halifax Citadel Reception.

Our featured charity, the National Naval Reserve Monument Association, will be central to our gathering as we celebrate our shared commitment to strengthening our maritime defence and fostering meaningful connections in the Industry and Community.

Trusted Business and Government Advisors

Samuel Associates is a private advisory firm providing strategic business-to-government advice and support to a select Canadian and international clientele. We are a trusted speaking partner and advisor to C-suite executives.

About Us

Discover A Pathway To Success

We offer our select clients the following customized services, either as stand-alone projects, such as strategic decision-making reports or as supportive elements in a larger ongoing advisory relationship.

Strategic Consulting

Market Advisory Services
Business Development Support
Strategic Communications
Stakeholder Engagement

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Government Relations

Enterprise Government Relations
Lobbying & Political Advocacy
Defence Procurement
Government Contracting

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Diversity Leadership

Industrial & Technological Benefits
GBA+, EDI & ESG
Social Procurement Policies
Indigenous Business Engagements

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Our Services Your Success

We offer our select clientele the following customized services, either as stand-alone projects, such as strategic decision-making reports or as supportive elements in a larger ongoing advisory relationship.

Strategic Advisory

Advisory Services for Executive Leadership: Bespoke guidance and support for top-level decision-makers.
Business Intelligence Solutions: Comprehensive insights and analytics to drive strategic decisions.
Support Services for CEO Decisions: Specialized assistance for CEOs in navigating complex decisions.

Government Relations

Advocacy and Lobbying in Politics: Influencing policy and decision-making through strategic advocacy.
Engagement and Mapping of Stakeholders: Identifying and interacting with key stakeholders.
Regulatory Frameworks Advice: Expert guidance on navigating and complying with regulatory environments.

Government Contracting

Procurement Strategies for Defence Companies: Tailored solutions for engaging in defence procurement processes.
Industrial and Technological Benefits (ITB) Strategies: Strategic planning for ITB compliance and maximization.
Social Procurement and Engagement with Indigenous Communities: Strategies for meeting social and Indigenous procurement objectives and requirements.

Meet Our Trusted Experts

Translating Strategy
Into Action

We're passionate about helping organizations achieve their strategic objectives through effective execution. Our client-centric proven approach combines collaboration, strategy alignment, actionable roadmaps, engaged leadership, communication, and performance tracking.

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Samuel Associates in the News

September 13, 2023
Convention speaker sends ‘wrong message’ CAF culture could roll back under potential Poilievre government, say experts

With the Conservatives putting the spotlight on a former senior military official who has controversially criticized “the woke movement."

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September 5, 2023
Wilczynski: Canada's warning about LGBTQ travel to the U.S. is past due

Recent days have seen a chorus of objections and outright mockery of Global Affairs Canada’s travel warning for LGBTQ travellers to USA.

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July 27, 2023
Michel Maisonneuve: Trudeau shows disregard for military by replacing capable minister in time of crisis

There was no need to move Anita Anand out of defence at this critical time, Canadian Armed Forces to be burdened with a new minister.

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Industries
We Serve

Our industry specializations allow us to provide our clients with a competitive advantage. With a deep understanding of various domains, our team has the expertise to help organizations thrive in their respective industries.

Aerospace & Space
Cybersecurity
Professional Services
Artificial Intelligence
Defence & Security
Telecommunications
Green Technology & Infrastructure
Mixed & Augmented Reality
Biometrics & Identity Management
Health Sciences
Global Supply Chain
Autonomous Systems & Drones

Policy Insights Forum

The Policy Insights Forum is a non-partisan Canadian Think Tank focusing on strategic over-the-horizon public policy issues through independent research, analysis and engagement.

From Linkedin

Frequently Asked Questions

What distinguishes Samuel Associates from other firms in Ottawa, and how does it approach lobbying and advocacy to support its clients’ business aims?

What distinguishes Samuel Associates (Samuel) in the industry is our discreet position as one of Canada’s premier government relations firms, specializing in defence, aerospace, and national security. We offer clients unmatched access to the nation’s foremost experts in industry, government procurement, military matters, and academia, supported by a trusted network of senior political leaders and government policymakers. By blending expertise in business development, marketing, international policy, and a thorough understanding of government processes, we uphold professional standards that meet or exceed government expectations in the solutions we deliver to our clients.

Our lobbying approach is collaborative, transparent, research-based, and data-driven. We align our clients’ strategic objectives with national policy priorities, ensuring mutual benefits and fostering long-term partnerships. By leveraging our experience in Ottawa through Samuel Associates and in Washington, D.C. via our Samuel Group D.C. office, we offer cross-border insights—including activities at NATO—that are critical in today’s interconnected defence and aerospace markets. We call this the SamuelAdvantage®.

What is Samuel's approach to lobbying, and what distinguishes the firm as an effective and impactful lobbying organization?

Samuel’s approach is founded on building trusted professional relationships, understanding policy intricacies, and anticipating decision-makers needs. We believe in creating value for all stakeholders by presenting well-researched, pragmatic solutions that align with Canada’s defence and national security priorities and how they relate to our clients’ solutions and business objectives.

What sets us apart is our firm’s ability to translate complex technical and policy issues into actionable political and bureaucratic insights, ensuring that our clients’ perspectives are heard, understood, valued, and actioned by officials. We draw on 30+ years of experience and have cultivated a reputation for integrity, professionalism, and results-driven advocacy.

How does Samuel ensure that politicians give our clients an equitable and fair opportunity to present their perspectives?

To promote fair hearings and effective political representation, we present well-supported arguments grounded in clear evidence while aligning client interests with overarching public policy objectives. We prioritize cultivating trust-based professional relationships with politicians and policymakers through consistent dialogue and by showcasing our clients as valuable contributors to national economic and security priorities. The Samuel Team complements this approach with comprehensive stakeholder mapping and the development of customized engagement strategies, ensuring every interaction is purposeful, impactful, and aligned with measurable business outcomes.

What guidance and advice does Samuel offer to defence and aerospace companies seeking to engage with the Canadian government?

For companies looking to succeed in Ottawa, it is essential to:

1. Understand Canada’s defence procurement landscape and align your offerings with national priorities like NORAD Modernization, shipbuilding, and green technologies.

2. Build relationships early with key political leaders, senior policymakers, civil servants, industry associations and other businesses.

3. Present solutions and offer tangible outcomes that contribute to Canada’s economic prosperity and national security interests, rather than simply selling products.

4. Stay proactive by aligning your business strategies with evolving political priorities, regulatory frameworks, and emerging policy trends. Our approach helps clients anticipate future opportunities and challenges, positioning them where the puck will be rather than where it was—to borrow a classic hockey analogy.

5. Strive to become a “Strategic Partner” to the government rather than merely a “Vendor.”

Act Now Create Impact

Act now to create impactful change with our Samuel Associates experts and professional services.