Who We Are

Samuel Associates is Canada’s prominent government relations firm and strategic consultancy. We advise a wide range of clients operating in Canada and worldwide in various industries and sectors. With over 25 experts, we facilitate successful interactions with government officials and organizations at all levels.

See our specializations

Our Distinguishing Value

Innovative Excellence is not just a value but a guiding principle that sets us apart. We believe in constantly pushing boundaries, challenging conventions, and embracing cutting-edge solutions to deliver unparalleled client results.

Through our relentless pursuit of Excellence in everything we do, we consistently strive to exceed expectations, drive positive change, and shape the future of our Industry. This commitment to Innovative Excellence fuels our passion and enables us to provide transformative solutions that create a lasting impact for our clients and their business success.

Where You'll Find Us

We are part of the Samuel Group of Companies, a private holding company headquartered in Ottawa (Ontario) and with associate offices located in Toronto (Ontario), Montréal (Québec), Fredericton (New Brunswick), and Halifax (Nova Scotia).

We are also located in the Brussels, Belgium, to serve clients interacting with NATO and the European Union.

Our History

Est. 2014

Goran Samuel Pesic founds Samuel Associates as a non-partisan government relations firm and strategic consultancy.

2015

Samuel Associates Inc. is federally incorporated, permitting the firm to operate across Canada from its headquarters in Gatineau, Quebec.

Samuel Associates specializes in working with Canadian enterprises in the defence, security, information management and dual-use technology sectors.

2016

2017

Samuel Associates expands to work with the UK and European companies seeking strategic opportunities with the Government of Canada and expanding its specialization in defence, aerospace, national security and cybersecurity federal government procurement.

Samuel Associates continues its expansion and works with company clients from the United States and Europe.

2018

2019

Samuel Associates moves its headquarters from Gatineau, Quebec to Ottawa, Ontario to be closer to federal government departments and agencies.

Samuel Associates expands its business operations to include offices in Fredericton, New Brunswick and Halifax, Nova Scotia and expands client work to the Middle East and United Arab Emirates markets.

2020

Founder Goran Samuel Pesic launches Samuel Technologies Inc., a company that specializes in international technology transfers to Canada, business acquisitions and dispositions, and integrated digital solutions

Samuel Group Inc. is established as a holding company and assumes ownership of Samuel Associates Inc. and Samuel Technologies Inc.

The Policy Insights Forum (PIF) is created as a nonpartisan research division of Samuel Associates to help improve Canadian policy and decision-making through independent research, analysis and engagement.

The PIF establishes the Honourary Fellowship Company Program.

2021

Samuel Associates expands its business operations to Montreal, Quebec and broadens its expertise in the aerospace and space, autonomous systems, artificial intelligence, health sciences and marine and naval systems industries.

The Policy Insights Forum (PIF) is federally incorporated as a registered independent not-for-profit non-governmental organization (NGO) and becomes a Member of the Samuel Group of Companies.

Founder Goran Samuel Pesic launches Samuel People Inc., a company that develops and implements forward-looking human resource strategy, training, and professional development programs, which support Public-Private sector executives. Samuel People becomes a Member of the Samuel Group of Companies.

Samuel Associates expands its overseas presence and opens its Brussels Bureau to support clients and enable them business entry into the NATO and EU marketplaces, and conversely European-based clients greater access to Canadian and American markets.

2022

2023

The Samuel Group of Companies trademarks a new Group-wide tagline Innovative Excellence Additionally, the Group launches a new corporate branding strategy aimed at unifying all four companies under a common branded and trademarked logo. The strategy also includes a new Samuel Group website, a Group brochure, and a Group Corporate video elaborating on each Member Company's service offering and unique value proposition.

Policy Insights Forum

In 2020, our passion for meaningful discussion and debate launched The Policy Insights Forum, a non-partisan NGO with a commitment to facilitating meaningful Canadian Public-Private Policy discussions regarding national defence, international relations, emergent disruptive technologies, climate change, and the economy.

The PIF issues publications, organizes events, creates partnerships with policy think‐tanks and government organizations, and offers internships.

Visit the PIF

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