Defence Advisory

Helping You Navigate Canada’s Defence, Aerospace and Security Sectors

Defence Advisory Services

At Samuel Associates, we deliver tailored defence advisory services to position your organization for success.

We combine deep market knowledge, strategic insight, and government relations expertise to help clients win opportunities, build key relationships, and manage risk in an evolving defence environment.

Customer & Government Relations Support

Build impactful stakeholder campaigns and government relations strategies tailored to your goals.

Strategic Market & Competitive Positioning

Analyze Canada's space and defence ecosystems to sharpen your market positioning.

Industrial & Technological Benefits (ITB) Advisory

Compliance strategy advice, Canadian partner identification, and reporting support.

Export Strategy Development

Guidance on U.S. export controls, bilateral agreements, and cross-border procurement engagement.

Business Intelligence Solutions

Competitive intelligence, funding assessments, and procurement trend analysis to inform your strategy.

‍Branding, Public Affairs & Media Engagement

Enhance your visibility with public affairs strategies, media placements, and thought leadership.

Stakeholder Mapping & Engagement Strategy

Identify key decision-makers, influencers, and partners with customized engagement roadmaps.

Competitive Intelligence & Budgetary Assessment

Stay ahead with funding tracking, policy analysis, and strategic bid positioning.

Support Services for CEO Decisions

Specialized advice for CEOs on market expansion, corporate positioning, and risk management.

Cost & Risk Assessment

Budget modeling and procurement risk analysis to support informed decisions.

Industry Events & Canadian Defence Tradeshow Support

Maximize your networking and brand presence at key industry events and tradeshows.

International Business Support
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Strategic guidance for executives pursuing growth opportunities in Canada and internationally.

Goran Samuel Pesic, President & CEO of Samuel Associates

"We help companies achieve government recognition for their technological excellence and innovation. Clients work with us to ensure that their solutions can help modernize government institutions while keeping Canada at the forefront of technological change." - Goran Samuel Pesic

The Hon.
RCMP AC Barbara Fleury
Senior Security Associate
The Hon.
Aliénor Peyrefitte
Chief of Staff

Meet Our ESG Consultants.

Public and private sector practices are evolving as society adapts to new circumstances. The growing importance of Environmental considerations coupled with a more Socially responsible, diverse and inclusive workforce. This directly translates into more robust Governance practices and accountability which impacts on business sustainability.

Many of our ESG Consultants have been the architects and implementers of ESG and Equity, Diversity, Inclusion and Accessibility (EDIA) policies within federal government departments and specialized operating agencies. As a trusted advisor to over 80 leading Canadian and international clients, let our associate experts take your business to new heights through our Markey Advisory Services.

Environment and the Greening of Defence

Canadian National Defence activities account for a substantial portion of a government’s total greenhouse gas emissions. As with all governments, the Canadian federal government is working on policies to significantly reduce and diversify its energy consumption while reducing GHG emissions and other pollutants. 

We advise leaders and organizations on the overall environmental policy direction of the government. Specifically, on how to best contribute to, and benefit from its greening initiatives, funding programs and application of green technology to enable government organizations to meet their environmental targets and operational requirements.

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GBA +, Equity, Diversity, Inclusion and Accessibility (EDIA)

The Canadian labour market is evolving, and with that Canadian employers need to keep pace. We advise clients on the adaptation, creation, implementation and tracking of EDI policies and initiatives. We specialize in helping you align your business practices with government EDI policies, programs, and procurement. This will maximize your organization’s effectiveness, while responding to government expectations. 

For example, we can support your organization in answering procurement proposal responsibilities on GBA + and EDI and accessibility requirements and, provide guidance and advice on its appropriate application.

Governance Best Practices

Sustainable business requires the benefits of a green, diverse, equitable and inclusive operation. Progressive and organized corporate oversight must be implemented with best practices in mind.  

For instance, we provide support on aligning organizational leadership with corporate ethics and confidentiality codes of conduct, which may include lobbying elected and appointment Public Officer Holders and external stakeholders including aboriginal communities, underrepresented groups and the 2SLGBTQI+ community.

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Contact Us

Contact us at Samuel Associates—let us position your business to succeed in the defence sector.
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