FEDERAL GOVERNMENT CHANGES SPONSORSHIP AND ADVERTISING MANAGEMENT
By Adnews Staff
The federal government announced changes to the way it manages its sponsorship, advertising and public opinion research activities yesterday. The changes are the result of a review of ways in which these activities could be managed more effectively. The government will introduce a new sponsorship program that will take into account the recommendations of the review. These include revising the objective of the program to reflect its role, improving the management and delivery of services, clarifying eligibility and selection criteria and broadening regional applications. The new program will be limited to not-for-profit sporting, cultural and community events in rural and urban regions in Canada. It will be managed entirely by Communication Canada officials and event organizers. Third parties will no longer be able to submit proposals on behalf of event organizers. Reports indicating that the terms of a sponsorship agreement have been met will be required before final payments will be made. Changes will also be made to the government's advertising activities. Departments will no longer automatically require a single communications agency or a mandatory agency of record. The requirement to deal solely with Canadian firms will also be removed. Recommended changes to the government's public opinion research activities include increased co-ordination between government departments.