About

Samuel Associates is a private advisory firm providing strategic business-to-government advice and support to a select Canadian and international clientele.

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Access the SamuelAdvantage TM

Leverage the SamuelAdvantageTM to unlock unparalleled access and expertise across the Samuel Group of Companies.
As a Samuel Associates client, you gain preferred access to a suite of specialized business services tailored to your needs.
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From Samuel Technologies, offering cutting-edge international technology transfers, to Quantox Canada’s superior software development and engineering prowess. Benefit from Samuel People’s innovative HR management and workforce transformation solutions, and rely on Samuel Strategies for expert public relations, crisis management and strategic communications.

With the SamuelAdvantageTM, your journey towards Innovative Excellence is supported by a network of industry leaders dedicated to your success.

About Us

With a global reach and a Canadian foundation, we deliver comprehensive Government Relations and Strategic Consulting Services to corporations, governments and organizations worldwide.

Serving a wide range of clients operating in various industries and sectors, we bridge the gap between Private and Public Sector entities by providing innovative business solutions.
Industries Served

Our Distinguishing Values

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.

Our Locations

We are part of the Samuel Group of Companies, a private holding company headquartered in Ottawa (Ontario) and Washington D.C. (USA), where we serve clients interacting with Canada, the United States, and NATO.
Samuel Associates Headquarters
350 Sparks Street, Suite 901, Ottawa ON Canada

Our History

Est. 2014

Goran Samuel Pesic founds Samuel Associates  as a private advisory firm providing strategic business-to-government advice and support to a select Canadian and international clientele.

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 offering enterprise services in global technology sales, intellectual property transfers, mergers and acquisitions, and 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 non-partisan Canadian Think Tank focusing on strategic over-the-horizon public policy issues through independent research, analysis and engagement.
The PIF establishes the Honourary Fellowship Company Program.

2021

Samuel Associates expands its business operations to Toronto, Ontario, and 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 offers strategic human resources solutions and services, including training and professional development for leaders in executive roles across public and private sectors. 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.
Samuel People establishes the Samuel Institute, a non-governmental organization that delivers customized leadership training, educational courses, and employee engagement programs for public and private sector organizations.

The PIF trademarks a new tagline "Engaging Canada's Best Minds".

2024

The Samuel Group introduced a new Group-wide tagline, “Samuel Advantage,” reflecting the Group’s commitment to providing clients with unparalleled access and expertise across its member companies.

Additionally, the Policy Insights Forum trademarked “Industrial Defense Diplomacy” as a tagline, highlighting its efforts to engage stakeholders in both the public and private sectors on matters of defence policy and industrial capabilities.

2025

Group CEO Goran Samuel Pesic announced the opening of the Samuel Group D.C. Office later in the Fall serving as the U.S. branch of the Samuel Group, dedicated to enhancing US-Canada commercial and defence relations. Samuel Group D.C. is incorporated in the U.S. and a new website is built.

Similarly, Samuel Ventures was launched which will serve as the strategic investment division within the Samuel Group, aimed at promoting innovation and growth in emerging technologies and industries.
Samuel Media was established in early 2025 as a forward-thinking digital media company. It specializes in strategic digital marketing, web and print design, podcast production, and professional video services—helping brands across Canada, the U.S., and beyond amplify their stories and drive impact.

In mid-2025, Samuel Press was launched by Samuel Media as the dedicated news publishing press for Samuel Group D.C., curated specifically for its American audience. Samuel Press delivers insider analysis on U.S. policy—from the White House and Congress, to broader international dynamics.

Policy Insights Forum

In 2021, 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 fellowships.
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We Are TRACE Certified

Samuel Associates is TRACE Certified, wherein staff and associates have underdone anti-bribery and anti-corruption training.

Meet The Team

Get to know our industry leaders and those who have contributed to our success.
Our Team